Description - The Power of Corporate Communication by Paul A Argenti
Faced with a recall of more than 6.5 million tires and allegations of faulty product causing dozens of fatal injuries, Bridgestone/Firestone and Ford found themselves on a corporate battlefield with guns firing on all sides - from the media to customers to shareholders, not to mention embattled employees coping with a corporate disaster that could devastate morale. Never before have these two companies needed to employ the art of corporate communication more successfully. Corporate communication involves much more than motivating employees or dispensing good PR. From crisis communications to corporate reputation to media management, corporate communication is the voice of the organization. And no one is better equipped to teach managers how to master the art of communication than Paul Argenti. In 1994, Argenti defined the field with the publication of his groundbreaking textbook Corporate Communication. Now, in The Power of Corporate Communication, Argenti teams up with Janis Forman to provide the business world with a fully accessible, non-academic guide for managers across industries, functional areas, and levels of authority.
Corporate communication is a function to be leveraged and a process to be mastered. It is a tool that managers should develop to its fullest potential, and those who do will find that it helps them think strategically, build credibility, and forge and strengthen alliances. The Power of Corporate Communication creates a map of the world of corporate communication with useful approaches for addressing a variety of corporate communication challenges both internally and externally. Replete with real-world examples and case studies from leading organizations like Sony, Coke, GE, and Martha Stewart, The Power of Corporate Communication tackles key topics, including: How to leverage the organization's image; How to get your message to shareholders; How to manage the media; With business facing intense globalization and technology issues every day, managers more than ever must master corporate communication on all levels. Argenti & Forman address the current trends in business that influence corporate communication, and help managers in any industry give the right voice to their organization in any situation and under any circumstance.
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