Digital Strategies for Powerful Corporate Communications
Paul A. Argenti and Courtney M. Barnes
Published July 2009
The explosion of blogs, social networking sites, wikis, video sharing sites, and other powerful digital communications platforms may be the biggest game-changer to impact business since mechanized manufacturing. In today’s Web 2.0 world, company stakeholders–including employees, customers, and investors–are empowered in ways unimaginable just a few years ago, and traditional corporate hierarchies are yesterday’s news.
Rather than attempt to turn back the clock and reassert strict, top-down control over stakeholder relationships, the smartest companies worldwide are responding with bold new digital communications strategies based on transparency, authenticity, and inclusion, instead of secrecy, artificiality, and exclusion.
International corporate communications guru Paul A. Argenti provides a lively, up-to-the- minute review of the Web 2.0 landscape and analyzes the increasingly central role corporate communications plays in virtually every organizational function. Argenti and coauthor Courtney Barnes advise corporate leaders on how to deploy proven strategies for using new and emerging digital platforms to
- Manage brand identity and company reputation
- Build a culture of engagement and transparency
- Turn stakeholders into “company evangelists”
- Manage internal communications across time zones and language barriers
- Recruit and retain the best talent
- Develop compelling messages based on customer and investor needs and desires
Argenti and Barnes provide case studies illustrating digital communications best practices at HP, Southwest Airlines, Sony, Dell, IBM, Starbucks, HBO, FedEx, GE, and other major players.
This groundbreaking book will teach you how to gain real, manageable control over your organization’s communications in today’s virtual world.
Paul A. Argenti
Published December 2008
Corporate Communication by Paul A. Argenti shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.
The Fast Forward MBA Pocket Reference
Paul A. Argenti
Published August 2002
The Fast Forward MBA Pocket Reference Second Edition – more comprehensive and convenient than ever!
When the success of your business hangs in the balance, you need reliable, authoritative information immediately. You need a resource that covers all the corporate bases-communications, management, economics, strategy, accounting, finance, marketing, and more. You need The Fast Forward MBA Pocket Reference, Second Edition. Packed with information designed to serve all your business needs, this handy, highly readable book is the ultimate companion for those moments when you need to put your finger on the right advice at the right time-now.
This updated and revised Second Edition offers clear, concise coverage of the complete range of essential business topics in a handy format. You’ll find all the latest cutting-edge ideas, including new developments in technology, strategy, and branding, as well as key terms, tools, and topics in short, lively entries that give you all the information you need.