| Publisher | Jossey-Bass; 1st edition (October 26, 1999) |
|---|---|
| Language | English |
| Paperback | 288 pages |
| ISBN-10 | 0787945501 |
| ISBN-13 | 978-0787945503 |
| Item Weight | 15.8 ounces |
| Dimensions | 6.34 x 0.94 x 9.61 inches |
Beyond Spin: The Power of Strategic Corporate Journalism 1st Edition
| Markos Kounalakis (Author) Find all the books, read about the author, and more. See search results for this author |
| Drew Banks (Author) Find all the books, read about the author, and more. See search results for this author |
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Editorial Reviews
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"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
From the Inside Flap
From the Back Cover
Strategic corporate journalism is open, accurate, timely, and strategically weighted news. Organizational communicators are beginning to understand how damaging "spun" information can be to a knowledge workforce. Some have begun to blend journalism with corporate communication strategies and have seen organizational effectiveness improve as a result of the increased trust and credibility that combination can engender.
In a fast-paced, engaging style, authors Markos Kounalakis, Drew Banks, and Kim Daus draw on personal experience with SGI to showcase strategic corporate journalism as the cornerstone of an internal communications model that company has used to keep employees informed throughout a traumatic business and cultural transition. The authors also highlight other companies--such as Microsoft, Arco, J.P. Morgan, and Qualcomm-to demonstrate how they have successfully integrated elements of corporate journalism into their communication practices.
Beyond Spin is an indispensable guide that demonstrates how corporate journalism works strategically and tactically to help companies build an impassioned workforce, weather sudden shocks, manage constant change, and thrive in the long term. By retooling the content, distribution, and style of their communications, companies can create a continuous, credible flow of information and knowledge that keeps them aligned, nimble, innovative, and competitive.
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About the authors

Wars and revolutions are where Markos cut his teeth as a foreign correspondent. Markos is currently an award-winning, nationally-syndicated foreign affairs columnist, author, and scholar.
Columns by Markos appear weekly in the McClatchy chain of 30 newspapers from Sacramento, California to Miami, Florida. His work is in global syndication and read worldwide from South Korea to the Middle Eastern Gulf states. In 2018, the National Society of Newspaper Columnists recognized “Kounalakis’s world affairs columns not only offer strong prose and strong opinions, they offer an education.”
Newsweek and NBC-Mutual News posted Markos as a foreign correspondent in news bureaus in Italy, Austria, Czechoslovakia and the USSR. Both in superpower capitals and regional outposts, Kounalakis covered dramatic political and military developments at the end of the 20th century – from the fall of the Berlin Wall to the street protests in Budapest, the Velvet Revolution in Prague, revolutionary movements in Bulgaria, and the violent overthrow of the Romanian regime. He was present at the Warsaw Pact meeting where the organization was dissolved. Markos covered the early phases of Yugoslavia’s civil war and went to Afghanistan with the Soviets to cover the last stages of their military occupation and rise of the Mujahedin.
Markos later became the president and publisher of the Washington Monthly magazine and host of the POTUS ’08 satellite-distributed program “Washington Monthly on the Radio.” Earlier in his journalism career he co-produced and co-hosted the weekly syndicated radio program, “Spotlight on World Affairs.” He is currently a co-host of the public broadcasting “World Affairs” program. Markos frequently appears on television as a foreign affairs analyst.
Books authored by Markos are wide-ranging – from the Silicon Valley’s global technological revolution to America’s geopolitical struggles with China and Russia. His latest book, “Spin Wars & Spy Games: Global Media and Intelligence Gathering”, was published in 2018.
A political scientist, Markos is currently a Visiting Fellow at Stanford University’s Hoover Institution. Markos earned his Ph.D. from Central European University, MSc at Columbia University’s Graduate School of Journalism, and his BSc at the University of California, Berkeley He was an International Journalism Fellow at the University of Southern California’s Annenberg School.
In 2017, President Barack Obama appointed Dr. Kounalakis to the Fulbright Foreign Scholarship Board in the U.S. State Department’s Bureau of Educational and Cultural Affairs.
Markos Kounalakis is married to Ambassador Eleni Kounalakis, California's Lt. Governor-elect. The couple are the proud parents of two boys, Neo and Eon.

Drew Banks (www.drewbanks.com) is an entrepreneur, business author, and novelist. In his business writing as well as fiction, Drew deconstructs behavioral patterns in an attempt to explore causal motivations and deterrents. While Drew's first two books, BEYOND SPIN and CUSTOMER.COMMUNITY, examine organizational implications of various social psychologies, he is drawn to fiction (ABLE WAS I, ERE I SAW ELBA) as a more intimate medium for delving beneath the surface of an individual.
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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.

