Digital Strategies for Powerful Corporate Communications

By Paul A. Argenti, Courtney M. Barnes, Courtney Barnes

Book Overview

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 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.

• Format: Hardcover
• Language: English
• ISBN: 0071606025
• ISBN13: 9780071606028
• Release Date: July 2009
• Publisher: McGraw-Hill Companies
• Length: 272 Pages
• Weight: 1.25 lbs.
• Dimensions: 1.2" x 6.2" x 9.0"

Customer Reviews

Good thoughts, ideas, and insights

I put off reading this for almost a year, because I was pretty skeptical of another business book with a long title. Full disclosure: I received a free copy from one of the authors, but that only made me feel guilty enough to actually finally pick it up and read it. Well worth the read, and worth having at hand as a reference if you work in any way at all in the interface between your company, clients, the public, and stakeholders. Lots of real world cases and lessons learned from the last few years as corporate execs and communications pros adapt to the influence of social networking and the changes it forces on us. I'm still not sure what to make of the first two chapters, but the rest are high value.

Invaluable Information for All!

The fact is the Digital World is here and it's not going anywhere. You can either get on board or miss the bus. Not only does this book provide an excellent look into the evolution of the digital world of today, with the use of practical case studies it delivers invaluable information on how to leverage these digital resources to maximize stakeholder relationships and ultimately improve the bottom line. This book is a great resource for all!

Digital Strategies for Powerful Corporate Communications

Digital Strategies is exceptional. It's a really smart and focused integration of strategy and communications... and how Web 2.0 has driven changes and new opportunities. Great examples, and key strategic insights. Highly recommended especially for those who like learning about the discipline of strategy or in the communication field.