Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
Digital Strategies for Powerful Corporate Communications Hardcover – August 12, 2009
|New from||Used from|
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Frequently bought together
Customers who bought this item also bought
From the Back Cover
A corporate survival guide for the Web 2.0 World
In a world where corporate reputations are made and broken on social networking sites, and stray online rumors can send a stock plummeting, the speed of adaptation required is fiercer and more unrelenting than ever.
Digital Strategies for Powerful Corporate Communications helps you deploy the full range of digital communications platforms available today and effectively manage your relationship with stakeholders―on your terms.
“Digital Strategies for Powerful Corporate Communications should be required reading for corporate communicators and C-level executives seeking to master their strategic grasp of this new world.”
―Bill Margaritis, VP of Corporate Communication and Investor Relations, FedEx
“Argenti and Barnes recognize the dialectic between control and credibility. Communicators need to inform the on-going conversation instead of relying on messaging.”
―Richard Edelman, president and CEO, Edelman
“This is the definitive handbook for digital communications executives.”
―Scott Monty, Global Digital Communications, Ford Motor Company
“A sweeping overview of the rapidly changing landscape for corporate communications. It presents a compendium of case studies to make its case for the best and smartest approaches for tackling social media.”
―Laurel Touby, founder and senior vice president, mediabistro.com
About the Author
Paul A. Argenti has provided management, leadership, and corporate communication consulting and training for more than 100 companies and nonprofits, worldwide. He is professor of corporate communication at the Tuck School of Business and the author of several international bestsellers, most notably the classic The Power of Corporate Communication. Argenti lives in Lyme, New Hampshire.
Courtney M. Barnes is cofounder and principal member of Think Communications, LLC. She is also the editor of PR News and an active contributor to magazines and journals serving the business community. Barnes lives in New York City.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
The most relevant features of Digital Strategies are the clear explanations, and anecdotal discussions that illustrate the power shift from management to stakeholders. The book introduces the idea of a new Conversation Age and spells out what companies need to do to keep stakeholders from hijacking the organization’s intended messaging. These are not your mother’s stakeholders. Today’s stake have easy and immediate access to endless relevant information, which constantly tips the power balance. Corporate communication goals must include neutralizing conflict, controlling the messaging and guarding the company’s image and reputation. Argenti recommends integrating and closely aligning the communication, marketing and human resource divisions, to better manage an organization’s brand, their internal messages, and the trust they hold with stakeholders.
And while I applaud the book for hammering out the details of how digital changes are impacting the way companies must do business¸ the references could be more current. For instance, in Chapter 5, “The Water Coolerr Goes to Cyberspace”, the discussion feels a bit antiquated with references to MySpace and Ning as banner sites. In the included Dictionary Appendix, some of the definitions are beyond basic, as in what is YouTube or a tag.
In her review of this book, Mary Piecewicz, an MBA and Certified 6 Sigma Black Belt, complains of Argenti’s failure to include a worldview that reflects cultural diversity. While this is true, I take issue with Piecewicz’ criticism and here’s why: a worldview is not the objective of this work. The authors state clearly at the onset of the book that the objective is to help companies integrate digital communications strategies into their business models. As stated, the dictionary indicates the target audience are novice.
Argenti admits he is new to the specifics of the digital arena, though he is widely held as a corporate communications sage. But what Argenti lacks in virtual savvy, Barnes well makes up for with her experienced views. Any corporate communication strategist will be well served by reading the case studies and best practices the authors offer as a primer for how to do business in the new virtual, Wild West.
Well worth the read, and worth having at hand as a reference if you work in any way at all in the interface between your company, clients, the public, and stakeholders.
Lots of real world cases and lessons learned from the last few years as corporate execs and communications pros adapt to the influence of social networking and the changes it forces on us.
I'm still not sure what to make of the first two chapters, but the rest are high value.