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9780071606028

Digital Strategies for Powerful Corporate Communications

by ;
  • ISBN13:

    9780071606028

  • ISBN10:

    0071606025

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2009-08-12
  • Publisher: McGraw-Hill Education

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Supplemental Materials

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Summary

The latest technology and tactics forprotecting a company's brands andreputationThe advents of blogging, mashups, and wiki programshave introduced chaos in the world of business communication.Digital Strategies for Powerful CorporateCommunicationsexplains how to use these same digitalmeans, among many others, for bringing order to thisinformation-saturated environment.Deploying the lessonsinside, communication directors will be able tobuild symbiotic relationships with stakeholders, developkey messages based on customers' needs and desires,managing the company's reputation, and executing efficientleadership strategies. Case studies of leadingglobal companies are included.

Author Biography

Paul A. Argenti is business communications.consultant and professor of Corporate Communication at.the Tuck School of Business.
.Courtney M. Barnes is editor of PR News.with expertise on digital communications.

Table of Contents

Acknowledgmentsp. vii
Prefacep. ix
Welcome to the Jungle An Introduction to the New Business Environmentp. 1
Corporate Darwinism Organizational Structures Evolve To Meet Changing Stakeholder Demandsp. 21
The Digital Mediator Online Platforms Create Common Ground For Marketing and Corporate Communicationsp. 47
Coup De Reportage New Media Relations in the Conversational Agep. 75
The Water Cooler Goes to Cyberspace Internal Communications in a Digital Worldp. 111
Trading Virtual Spaces Shareholders Take Investor Relations to the Webp. 141
A Tree Grows in Cyberspace Web 2.0 Inspires-and Requires-Corporate Responsibility Efforts to go Greenp. 171
A Public Affair the Digital Dimension of Government Relationsp. 195
Help, My Avatar's Fallen and He Can't Get Up Crisis Management in A Virtual Worldp. 221
Appendix: Digital Dictionaryp. 249
Endnotesp. 255
Indexp. 275
Table of Contents provided by Ingram. All Rights Reserved.

Supplemental Materials

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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