{"product_id":"digital-strategies-for-powerful-corporate-communications-9780071606028","title":"Digital Strategies for Powerful Corporate Communications","description":"\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eRather 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.\u003c\/p\u003e\u003cp\u003eInternational 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\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eManage brand identity andcompany reputation\u003c\/li\u003e\n\u003cli\u003eBuild a culture of engagementand transparency\u003c\/li\u003e\n\u003cli\u003eTurn stakeholders into\"company evangelists\"\u003c\/li\u003e\n\u003cli\u003eManage internal communications acrosstime zones and language barriers\u003c\/li\u003e\n\u003cli\u003eRecruit and retain the best talent\u003c\/li\u003e\n\u003cli\u003eDevelop compelling messages based oncustomer and investor needs and desires\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eArgenti and Barnes provide case studiesillustrating digital communications bestpractices at HP, Southwest Airlines, Sony, Dell, IBM, Starbucks, HBO, FedEx, GE, andother major players.\u003c\/p\u003e\u003cp\u003eThis groundbreaking book will teach youhow to gain real, manageable control overyour organization's communications intoday's virtual world.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003ePaul A. Argenti\u003c\/b\u003e has provided management, leadership, and corporate communication consulting and training for more than 100 companies and nonprofits, worldwide. He is professor of corporate communication at the Tuck School of Business and the author of several international bestsellers, most notably the classic \u003ci\u003eThe Power of Corporate Communication\u003c\/i\u003e. Argenti lives in Lyme, New Hampshire.\u003cbr\u003e \u003cb\u003eCourtney M. Barnes\u003c\/b\u003e is cofounder and principal member of Think Communications, LLC. She is also the editor of \u003ci\u003ePR News\u003c\/i\u003e and an active contributor to magazines and journals serving the business community. Barnes lives in New York City.\u003cbr\u003e\u003c\/p\u003e","brand":"McGraw-Hill Companies","offers":[{"title":"Default Title","offer_id":50318054457618,"sku":"9780071606028","price":34.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_2a9d1541-d332-466b-8c5f-2869261d453f.jpg?v=1727546735","url":"https:\/\/surprise-castle.myshopify.com\/products\/digital-strategies-for-powerful-corporate-communications-9780071606028","provider":"Surprise Castle","version":"1.0","type":"link"}