Digital strategies for powerful corporate communications
Author(s)
Bibliographic Information
Digital strategies for powerful corporate communications
McGraw-Hill, c2009
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Includes bibliographical references and index
Description and Table of Contents
Description
The explosion of blogs, social networkingsites, wikis, video sharing sites, and otherpowerful digital communications platformsmay be the biggest game-changer to impactbusiness since mechanized manufacturing. In today's Web 2.0 world, company stakeholders--including employees, customers,and investors--are empowered in waysunimaginable just a few years ago, andtraditional corporate hierarchies areyesterday's news.
Rather than attempt to turn back the clockand reassert strict, top-down control overstakeholder relationships, the smartestcompanies worldwide are responding withbold new digital communications strategiesbased on transparency, authenticity, andinclusion, instead of secrecy, artificiality,and exclusion.
International corporate communicationsguru Paul A. Argenti provides a lively, up-to-the-minute review of the Web 2.0 landscapeand analyzes the increasingly central rolecorporate communications plays in virtuallyevery organizational function. Argenti andcoauthor Courtney Barnes advise corporateleaders on how to deploy proven strategiesfor using new and emerging digitalplatforms to
Manage brand identity andcompany reputationBuild a culture of engagementand transparencyTurn stakeholders into"company evangelists"Manage internal communications acrosstime zones and language barriersRecruit and retain the best talentDevelop compelling messages based oncustomer and investor needs and desires
Argenti and Barnes provide case studiesillustrating digital communications bestpractices at HP, Southwest Airlines, Sony,Dell, IBM, Starbucks, HBO, FedEx, GE, andother major players.
This groundbreaking book will teach youhow to gain real, manageable control overyour organization's communications intoday's virtual world.
Table of Contents
1: An Introduction to the New Business Environment
2: Digital Communications Platforms Redefine Corporate Reputation
3: Global Internal Communications Via the Information Superhighway
4: Employee Engagement through Digital Interactions
5: Communication in a New Era of Talent Management
6: Rebranding Customer Relationship Management
7: Demystifying Digital Media Relations
8: Crisis Management in a Virtual World
9: Promoting CSR & Sustainability Efforts Online
10: Measuring the Impact of Online Influencers
by "Nielsen BookData"
