The Power of Corporate Communication Crafting the Voice and Image of Your Business

by Argenti, Paul A; Forman, Janis

• ISBN13: 9780071379496
• ISBN10: 0071379495
• Edition: 1st
• Format: Hardcover
• Copyright: 2002-06-28
• Publisher: McGraw Hill

Summary

Strategies for clear communication in today's muddled corporate environmentCorporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveragedshy;shy;and a process to be mastered.The Power of Corporate Communicationshows managers and executives how to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries. Fully accessible and refreshingly nonacademic, it creates an easy-to-follow map of the world of corporate communication, with workplace-tested approaches for addressing common challenges. Written by two leaders in today's corporate communication fieldshy;shy;Paul Argenti is the author of 1994's groundbreakingCorporate Communicationshy;shy;The Power of Corporate Communicationis replete with careful analyses and real-world examples and case studies from leading organizations including Sony, Coca-Cola, and GE.

Author Biography

Paul Argenti is Professor of Management and Corporate Communication at the Tuck School of Business at Dartmouth College. Both The Wall Street Journal and US News & World Report have rated Professor Argenti's department number one in the nation. The author of numerous books and journal articles, including 1994's groundbreaking Corporate Communication, Professor Argenti has provided management and corporate communication consulting and training to organizations for more than 20 years.

Janis Forman, Ph.D., is founder and director of the Management Communication Program for UCLA's Anderson Graduate School of Management. Professor Forman is a distinguished senior consultant, educator, and speaker. Author of several books and many articles, she received the Association for Business Communication's researcher award for her extensive publication record and its impact on the profession.

Table of Contents

Why Bother with Corporate Communication?	p. 1
The Roots of Corporate Communication	p. 17
How Corporate Communication Works	p. 37
Identity, Image, and Reputation: From Vision to Reality	p. 67
Corporate Advertising: Why and How Companies Use It	p. 105
Communicating Internally: The "Employee Care" Revolution	p. 139
Investor Relations: Enhancing Your Company's Health and Wealth	p. 157
Managing Outreach to the Community: Government Relations and Corporate Philanthropy	p. 177
The Good News about the Bad News: How to Manage Old and New Media Strategically	p. 207
Managing Communications in a Crisis: Expect the Unexpected	p. 235
Endnotes	p. 267
Index	p. 283
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