Digital Strategies for Powerful Corporate Communications

Over the past twenty-five years Professor Paul A. Argenti (Hanover, NH) has provided management, leadership, and corporate communication consulting and training for over 100 corporations and non-profit organizations around the world. His clients cover a broad range including Sony, Nokia, General Electric, and Novartis. He is currently Professor of Corporate Communication, Tuck School of Business. Argenti has taught management and corporate communication starting in 1977 at the Harvard Business School, from 1979-81 at the Columbia Business School and since 1981 as a faculty member at Dartmouth's Tuck School of Business, which is one of the most highly rated and prestigious business schools in the world. He has also taught as a visiting professor at the International University of Japan, the Helsinki School of Economics in Finland, Erasmus University in the Netherlands, Columbia and London Business School's Global EMBA program, and Singapore Management University. He currently serves as Faculty Director for the Tuck's Leadership and Strategic Impact program. His most recent books include: Strategic Corporate Communication, published by McGraw-Hill and The Fast Forward MBA Pocket Reference (second edition), which was released through Wiley. His is the author of articles for both academic and managerial journals such as the Harvard Business Review, Sloan Management Review, Leader to Leader, and California Management Review.Courtney M. Barnes is cofounder and principal member of Think Communications, LLC. She is also the editor of PR News and an active contributor to magazines and journals serving the business community. Barnes lives in New York City.

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 toManage 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 desiresArgenti 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.

1: An Introduction to the New Business Environment2: Digital Communications Platforms Redefine Corporate Reputation3: Global Internal Communications Via the Information Superhighway4: Employee Engagement through Digital Interactions5: Communication in a New Era of Talent Management6: Rebranding Customer Relationship Management7: Demystifying Digital Media Relations8: Crisis Management in a Virtual World9: Promoting CSR & Sustainability Efforts Online10: Measuring the Impact of Online Influencers