Digital Strategies for Powerful Corporate Communications Paul A. Argenti McGraw-Hill July 22, 2009 The explosion of blogs, social networkingsites, wikis, video sharing sites, and otherpowerful digital communications platformsmay be the biggest game-changer to impactbusiness since mechanized manufacturing. In todays Web 2.0 world, company stakeholders--including employees, customers,and investors--are empowered in waysunimaginable just a few years ago, andtraditional corporate hierarchies areyesterdays news. Rather than attempt to turn back the clockand reassert strict, top-down control overstakeholder relationships, the smartestcompanies worldwide are responding withbold new digital communications strategiesbased on transparency, authenticity, andinclusion, instead of secrecy, artificiality,and exclusion. International corporate communicationsguru Paul A. Argenti provides a lively, up-to-the-minute review of the Web 2.0 landscapeand analyzes the increasingly central rolecorporate communications plays in virtuallyevery organizational function. Argenti andcoauthor Courtney Barnes advise corporateleaders on how to deploy proven strategiesfor using new and emerging digitalplatforms to Manage brand identity andcompany reputation Build a culture of engagementand transparency Turn stakeholders intocompany evangelists Manage internal communications acrosstime zones and language barriers Recruit and retain the best talent Develop compelling messages based oncustomer and investor needs and desires Argenti and Barnes provide case studiesillustrating digital communications bestpractices at HP, Southwest Airlines, Sony,Dell, IBM, Starbucks, HBO, FedEx, GE, andother major players. This groundbreaking book will teach youhow to gain real, manageable control overyour organizations communications intodays virtual world. About Iceberg The Iceberg Reader revolutionizes the reading experience, making it easier than ever to browse, buy and enjoy books. Features - Attractive interface provides a natural reading experience with full pagination. - Table of Contents incorporates one click navigation. - Vertical and horizontal page orientation. - Adjust font size with a pinch, text reflows automatically. - Search the text within a book. - Create margin notes with user notation. About Scrollmotion ScrollMotion, creator of the Iceberg Reader, is a content technology company based in New York City. For more information, visit www.scrollmotion.com. Support If you have any technical problems please email us at icebergsupport@scrollmotion.com before you post a review.
