Corporate Communication (Paperback)

~ (Author)

Editorial Reviews

Product Description

Corporate Communication by Paul Argenti was the very first and remains the most comprehensive text available on the subject. The 3rd Edition of Argenti's text and cases work describes changes in the environment for business that have taken place over the last half-century and their implications for corporate communication. While attitudes about business have never been totally positive, they have reached an all-time low in recent years––mistrust and skepticism of corporate entities is high, as are expectations that companies will give back to society through philanthropy, community involvement, or environmental protection activities. This book not only describes what's happening in an era of advanced communication but what companies can do to stay one step ahead of the competition. By creating a coordinated corporate communication system, organizations will be able to face the new century with the strategies and tools that few companies in the world have at their fingertips yet.

Corporate Communication, 3rd Edition, is written by one of the worlds leading experts who helped define the field, provides an overview of Corporate Communication and its various sub-functions, including Media Relations, Crisis Communication, Internal Communication and Investor Relations. Argenti offers adopters communication frameworks developed over 23 years of teaching at the premier business schools in the country and brings them to life using examples gleaned from his extensive consulting work with Fortune 500 companies.

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Product Details

• Paperback: 256 pages
• Publisher: McGraw-Hill/Irwin; 3 edition (December 19, 2002)
• Language: English
• ISBN-10: 0072314028
• ISBN-13: 978-0072314021
• Product Dimensions: 9 x 7.3 x 0.4 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #614,745 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

10 of 13 people found the following review helpful:

5.0 out of 5 stars Exceedingly Thorough and Strong, August 20, 2002

By A Customer

This review is from: Corporate Communication (Paperback)

Though not as current as some other texts dealing with corporate communication, Argenti's book is still the best. It combines both theory and practice, never letting one dominate the other; instead, it combines them, letting their merged strengths shine. It's similar to Guerrilla PR: Wired by Michael Levine, which also utilizes the practice of public relations to great effect in examining how to attain the objective.

Argenti uses several brilliant case histories in his examination of corporate communication. This text is both informative and useful. I would definitely recommend it to anyone who's involved in the field.

14 of 19 people found the following review helpful:

5.0 out of 5 stars Paul Argenti's Corporate Communication: A new perspective, August 1, 2001

By	Wuri A. Soedjatmiko (Surabaya, East Java Indonesia) - See all my reviews (REAL NAME)

This review is from: Corporate Communication (Paperback)

I have been using Paul Argenti's Corporate Communication for my Management and Corporate Communication class and find the book very systematic and comprehensive. It provides students with a new perspective of professional external and internal communication that a company needs to build its image and identity. Especially, the down-to-earth cases for discussions such as, the Adolph Coors Company and the 60 minutes CBS program, and the case of United Technologies, are perfect application of knowledge to practice. More significant is that those problems are universal and might occur to any organization. And this is credited to Paul Argenti's long experience of teaching management and corporate communication. I really enjoy using this book.