From the Back Cover
Strategies for Effectively Communicating with All Constituencies, External and Internaland Boosting Corporate Reputation and Your Bottom Line
Effective corporate communication requires a carefully formulated and implemented program, one that will both craft your corporation's image and protect that image when problems arise. The Power of Corporate Communication is today's most straight-talking guide for mastering the artand leveraging the powerof corporate communication.
Dozens of field-tested techniques provide solutions for internal and external corporate communication challenges. Insights from today's leading corporate communication experts combine with real-life examples from global corporations including Microsoft, Johnson & Johnson, and GE to examine:
- Key components of the corporate communication function
- Methods to manage multiple constituencies and deliver consistent, relevant messages
- Crisis communication tactics, and the dangers of creating "spin" as opposed to facing problems head-on
A successful communication program is central to everything your organization accomplishes, or hopes to accomplish. Let The Power of Corporate Communication provide you with the tools you need to establish and maintain that programand build a corporate communication program that provides you with a strategic advantage.
"If left unaddressed, issues of corporate communication can come back to haunt a company; when addressed, they can extend its success. Our hope is that you will use The Power of Corporate Communication as a field guide in building your company's reputation."From Chapter One
Pick up a copy of today's Wall Street Journal, and odds are that you'll find a front-page story of a troubled company grappling with a highly public crisis. Now ask yourself: Could that situation have been alleviatedor even avoided completelyif executives in the corporation had practiced more effective communication?
In nine cases out of ten, the answer will be yes.
The Power of Corporate Communication outlines a program for creating a powerful, consistent corporate image that will provide measurable long-term benefits and value to your organization. Written by two of the most influential pioneers in the study of corporate communication, this timely book reveals:
Techniques for being responsiveand effectivein communicating with all forms of media
- The importance of strong employee communication programs in carrying out corporate strategy and mission
- Methods for partnering with governments and communities
- Strategies for communicating with analysts, investors, customers and other stakeholders
- Steps for building corporate reputation
In today's media-saturated "Age of Transparency," network news programs, cable channels, advocacy groups, and chat rooms are constantly on the lookout for corporate slips and blunders. Scores of high-profile incidents reveal the harsh consequences to companies that fail to recognize the importance of effective corporate communication.
The Power of Corporate Communication show you how to give your company's communication programs the weight they deserve. It will help you regain control of your public image, and craft a consistent corporate voice and imageone that will pay bottom-line dividends when the next corporate crisis hits.
About the Author
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.
