Beyond Spin: The Power of Strategic Corporate Journalism (Jossey-Bass Business & Management) [Paperback]

Markos Kounalakis (Author), Drew Banks (Author), Kim Daus (Author)

Book Description

Series: Jossey-Bass Business & Management | Publication Date: October 22, 1999

Discover a new, strategic brand of corporate communication that cuts through today's Dilbert-esque cynicism to engage workforces, manage constant change, and align organizations. In Beyond Spin, three experts detail the techniques of corporate journalism--an ingenious communications model that hinges on open, accurate, and strategically weighted reporting inside a corporation. With practical guidelines and real-world examples from SGI, Microsoft, J.P. Morgan, and other corporations, Beyond Spin helps you equip your company with this powerful new standard of communication--one that makes the most of every communications vehicle to keep your company aligned, nimble, innovative, and fiercely competitive.

Editorial Reviews

Amazon.com Review

Due to factors both within and outside their control, companies of all types now face internal and external communication demands that are central to their ultimate success. Markos Kounalakis, Drew Banks, and Kim Daus accordingly argue in Beyond Spin that the most efficacious way to handle them is more complicated than some business leaders may initially imagine--but also more potent than the alternatives they may otherwise engage. Drawing on varied backgrounds in business and journalism, the authors craft a convincing argument for developing a holistic alliance between standard organizational communication and traditional Western journalism that meets these needs. The goal of this refreshingly progressive approach, which they've dubbed strategic corporate journalism, is to create "awareness and understanding through open, timely and accurate information flow." It has been employed in one manner or another by high-profile firms such as SGI, formerly Silicon Graphics, whose experiences under fire are examined in one chapter. Other chapters focus on the evolution and impact of in-house PR and journalism for public consumption; development of effective communication networks in knowledge-based organizations; consequences of adopting or rejecting these principles at companies such as Hewlett-Packard and ARCO; and future requirements these efforts will continually address. --Howard Rothman

Review

"This book shows how to do 'corporate journalism' with sensitivity, realism and humor. It delivers a tone of practical hope, including specific actions you can take right now to make your company a better place and a better space." --Robert Johansen, president, Institute for the Future

"Finally, a precise step-by-step guide for America's flacks that explains how to do business better--and surprise--by telling the truth. This timely book should be on every CEO's desk and in every corporate PR department." --Peter Laufer, author and producer, Omnipoint Business Minute radio feature, and former German correspondent for Public Radio International's (PRI) Marketplace

"Beyond Spin shatters long held and traditional views about how a successful company communicates with its employees. It defines, with real examples, how a company's communication organization can either dramatically undermine or bolster its success." --Tamar Elkeles, vice president, Learning and Communications, Qualcomm

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Product Details

• Paperback: 256 pages
• Publisher: Jossey-Bass; 1 edition (October 22, 1999)
• Language: English
• ISBN-10: 0787945501
• ISBN-13: 978-0787945503
• Product Dimensions: 9.3 x 6.4 x 0.9 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #533,274 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

15 of 15 people found the following review helpful:

5.0 out of 5 stars Beyond Great!, December 22, 1999

By 

Lisa G. Harvey (Indianapolis, IN) - See all my reviews

This review is from: Beyond Spin: The Power of Strategic Corporate Journalism (Jossey-Bass Business & Management) (Paperback)

Finally! A book that does not insult the "worker in the trenches"! "Beyond Spin" takes the unbelievable position that cubicle dwellers have known all along-the spin upper level management tries to put on its mistakes has never fooled anyone. Truthfulness in corporate communication shows respect and trust (thus fostering its continuance) between the corporation and its employees. Kudos to the authors for their integrity and excellent writing!

5 of 7 people found the following review helpful:

1.0 out of 5 stars don't bother, April 12, 2004

By A Customer

This review is from: Beyond Spin: The Power of Strategic Corporate Journalism (Jossey-Bass Business & Management) (Paperback)

This book still exists? Save your money, its just
more corporate blah, blah, blah by three people who claim to have changed the face of corporate journalism by building an intranet that supposedly changed a company. Nothing more than a bunch of back-patting by three people who did nothing but spend 6-12 mo. in 'employee communications' positions within SGI working with an intranet that was conceived and built way before they took over.
All three of them were escorted to the door because the company realized their ROI was zero. Too bad Markos, Drew and Kim...you couldn't get out of the way of your own 'spin.'

5.0 out of 5 stars Radical new approach to corporate communications, May 9, 2006

By 

Louise McCauley (Chicago, IL) - See all my reviews
(VINE VOICE)   

This review is from: Beyond Spin: The Power of Strategic Corporate Journalism (Jossey-Bass Business & Management) (Paperback)

This is a very fresh look at corporate communications. Many executives (especially those caught in a short-term "Enron" mentality) are not likely to see the benefits of approaching communications in this way. Is it really so novel an idea that `truth' should be the basis of communication, even in business? Apparently...

This attitude has a common sense to it that is very appealing. If you speak truth to your employees than they will be less likely to have false expectations and become disenchanted and disgruntled. If you speak truth to your customers, they'll never feel cheated. Finally, if your company has spoken the truth, it will not have to face the disgrace of being caught out in a lie-which could destroy it.

Of course, the thought of turning your corporate communications office loose on your company like investigative journalists is probably alarming to most executives. The big question is, how else can you make sure your various departments and employees are motivated to tell the truth and held accountable when they don't?

The authors argue that companies need to re-tool the content, distribution and style of their corporate communications. If the company has good or bad news for its employees and its customers, it is better for the company to be the first to release the "story." Most organizations only deal with bad news when forces outside the company demand it, and then the organization is left scrambling and spinning-loosing credibility in the process.

This book has some fascinating ideas and considers some very important questions that all executives should think about.