Sinopsis
This book provides strategies for effectively communicating with all constituencies, external and internal - and 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 art - and leveraging the power - of 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 and 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 program - and 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 alleviated - or even avoided completely - if 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 responsive - and effective - in 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; and, 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" shows 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 image - one that will pay bottom-line dividends when the next corporate crisis hits.
Acerca de los autores
Over the past twenty-five years Professor Paul A. Argenti (Hanover, NH) has provided management, leadership, and corporate communication consulting and training for over 100 corporations and non-profit organizations around the world. His clients cover a broad range including Sony, Nokia, General Electric, and Novartis. He is currently Professor of Corporate Communication, Tuck School of Business. Argenti has taught management and corporate communication starting in 1977 at the Harvard Business School, from 1979-81 at the Columbia Business School and since 1981 as a faculty member at Dartmouth’s Tuck School of Business, which is one of the most highly rated and prestigious business schools in the world. He has also taught as a visiting professor at the International University of Japan, the Helsinki School of Economics in Finland, Erasmus University in the Netherlands, Columbia and London Business School’s Global EMBA program, and Singapore Management University. He currently serves as Faculty Director for the Tuck’s Leadership and Strategic Impact program. His most recent books include: Strategic Corporate Communication, published by McGraw-Hill and The Fast Forward MBA Pocket Reference (second edition), which was released through Wiley. His is the author of articles for both academic and managerial journals such as the Harvard Business Review, Sloan Management Review, Leader to Leader, and California Management Review.
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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