Customer Reviews

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

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1 star:		(1)

 

 

Argenti and Forman have written an outstanding book on how companies can use communications as an essential part of business strategy. The authors have researched the book impressively, suggesting numerous examples for the ideas they present. As such, it is practical, yet still grounded in some core ideas on how people communicate, persuade others, and manage PR for strategic ends.

I am not a PR professional, but it is easy to see how people can use this book. Argenti and Forman's ideas on reputation, image management, and branding are valuable for managers in marketing, corporate communications, and investor relations. Their ideas on integrating communications with strategy will be useful for anyone running a business who has been too busy to think about how outsiders actually perceive their companies. Reading the book in light of the almost daily barrage of reputation and communications challenges leaders and companies face - think Trent Lott - just brings home how useful their ideas can be.

This book is an excellent tool for any person interested in corporate communications. It lines out the basics and even gives entertaining examples of everything the authors (Argenti and Forman) explain.

This book is also very useful for any person whose job has something to do with corporate communications because of the many examples given; For example, in chapter 3, it explains the communication strategy used by Jack Welch during the years he spent as CEO of GE.

Chapter 2 was a little boring because it gives a general overview of the history of PR emphasizing on the professional lives of Ivy Ledbetter Lee and Edward L. Bernays whom some say were the fathers of PR.

On the other hand, chapter 10 (Managing Communications in a Crisis) is most entertaining because it mentions what a communication crisis is, how to create and implement a strategy; Along with this general explanation it also mentions certain examples like the Johnson & Johnson Tylenol Recall, Merril Lynch, etc.

Either for those in the business or in the business, this book is a reliable tool to learning the basics of corporate communication.

As an strategy professor, I find the message here to be right on target. While strategy is easy to formulate, implementation is overwhelmingly diffcult without a coherent and simple message to all. Effective corporate communications ALIGNS internal and external stakeholders around corporte strategy and increases the likelihood of effective implementation. This book is a wonderful bridge between formulation and implementation. It is a bridge conceptually -- as in the comments above --- and it is a bridge practically -- as in how does a firm achieve power and coherence in their messaging?

The strategic importance of corporate communication has been identified by most companies, but the realization and implementation is often lagging behind. Argenti and Forman provide professionals as well as academics with an excellent manual on all aspects of corporate communication. Especially the integration of the different functions like e.g. Investor Relations and Government Relations show the authors' profound knowledge and experience in this field.

Few business subjects are more important or relevant today than the roles effective communications can play in building and sustaining healthy organizations. Sadly, this is yet another one of those books that fails to shed either heat or light.

For busy managers, there's absolutely nothing here that hasn't already been covered elswhere more clearly, thoroughly as well as convincingly. For experienced public relations executives hoping to finally read a thoughtful, well-researched book, 99 percent of what Argenti and Forman put forth is old hat, to put it charitably. A laundry list of the most basic theories and practices are presented here as cutting edge thinking. The same predictable handful of Fortune 100 companies are showcased as
"models," replete with the kind of case studies that academics tend to find fascinating but put most business people, hungry for fresh perspective and insights, to sleep. In this instance, even business, marketing and public relations students will find this read a lightweight experience.

More than anything else, what this book sorely lacks is a dose of reality. Up to a point, professors can be excused from that expectation when they contribute new thinking or ideas that have been brewing in their ivory towers. These authors have no such excuse. One only hopes that their students are getting better out of them.

Let's face it, the people who most need the information in this book are probably too busy putting out communications fires to sit down with most of the tomes that are available on the subject. Argenti and Forman have written an informative, accessible and most importantly, action oriented text that covers the entire communications function. In particular, the Crisis Communication section is strong and details what steps to take when an organization needs to communicate quickly. If you are a busy professional struggling with communications -- this is the book for you.

This book is highly topical and very relevant for any business leader looking to use corporate communication to the advantage of his or her organization. Argenti and Forman present topics ranging from media relations to crisis communications in a clear fashion, with plenty of examples to bring them to life for the reader. For businesses that don't recognize the importance of linking their communication efforts to overall corporate strategy, this book should provide a much needed wake-up call.

the strategic importance of corporate communications has been identified by most companies, but the realization and implementation is often lagging behind. Argenti and Forman provide professionals as well as academics with an excellent and useful manual on theoretical and practical aspects of corporate communications. Especially the integration of all different communication functions, like Investor Relations and Government Relations shows the authors' profound knowledge and understanding of the topic.

Although it may seem a matter of common sense that communication is essential for success in business (as well as in our everyday lives), anyone can give you examples of communications SNAFUs right in his or her own workplace. Argenti and Forman present information and insight from which anyone in a management position will benefit. In a conversational tone, these experts masterfully use real world cases to make their points clear. For anyone looking to improve communication within your own workplace or company, this book is for you.

This book is an excellent tool for any person interested in corporate communications. It lines out the basics and even gives entertaining examples of everything the authors (Argenti and Forman) explain.

This book is also very useful for any person whose job has something to do with corporate communications because of the many examples given; For example, in chapter 3, it explains the communication strategy used by Jack Welch during the years he spent as CEO of GE.

Chapter 2 was a little boring because it gives a general overview of the history of PR emphasizing on the professional lives of Ivy Ledbetter Lee and Edward L. Bernays whom some say were the fathers of PR.

On the other hand, chapter 10 (Managing Communications in a Crisis) is most entertaining because it mentions what a communication crisis is, how to create and implement a strategy; Along with this general explanation it also mentions certain examples like the Johnson & Johnson Tylenol Recall, Merril Lynch, etc.

Either for those in the business or in the business, this book is a reliable tool to learning the basics of corporate communication.