- Paperback: 256 pages
- Publisher: Jossey-Bass; 1 edition (October 22, 1999)
- Language: English
- ISBN-10: 0787945501
- ISBN-13: 978-0787945503
- Product Dimensions: 6.3 x 0.9 x 9.6 inches
- Shipping Weight: 1.1 pounds (View shipping rates and policies)
- Average Customer Review: 5 customer reviews
- Amazon Best Sellers Rank: #5,461,333 in Books (See Top 100 in Books)
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Beyond Spin: The Power of Strategic Corporate Journalism 1st Edition
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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
"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
Top customer reviews
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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.
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.'