Digital strategies for powerful corporate communications

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 today's Web 2.0 world, company stakeholders--including employees, customers,and investors--are empowered in waysunimaginable just a few years ago, andtraditional corporate hierarchies areyesterday's 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 into"company 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 organization's communications intoday's virtual world.

Author Notes

Paul A. Argenti has provided management,leadership, and corporate communicationconsulting and training for more than 100companies and nonprofits, worldwide. Heis professor of corporate communication atthe Tuck School of Business and the authorof several international bestsellers, mostnotably the classic The Power of CorporateCommunication . Argenti lives in Lyme,New Hampshire.
Courtney M. Barnes is cofounder and principalmember of Think Communications, LLC.She is also the editor of PR News and anactive contributor to magazines and journalsserving the business community. Barneslives in New York City.

Acknowledgments	p. vii
Preface	p. ix
Chapter 1 Welcome to the Jungle An Introduction to the New Business Environment	p. 1
Chapter 2 Corporate Darwinism Organizational Structures Evolve To Meet Changing Stakeholder Demands	p. 21
Chapter 3 The Digital Mediator Online Platforms Create Common Ground For Marketing and Corporate Communications	p. 47
Chapter 4 Coup De Reportage New Media Relations in the Conversational Age	p. 75
Chapter 5 The Water Cooler Goes to Cyberspace Internal Communications in a Digital World	p. 111
Chapter 6 Trading Virtual Spaces Shareholders Take Investor Relations to the Web	p. 141
Chapter 7 A Tree Grows in Cyberspace Web 2.0 Inspires-and Requires-Corporate Responsibility Efforts to go Green	p. 171
Chapter 8 A Public Affair the Digital Dimension of Government Relations	p. 195
Chapter 9 Help, My Avatar's Fallen and He Can't Get Up Crisis Management in A Virtual World	p. 221
Appendix: Digital Dictionary	p. 249
Endnotes	p. 255
Index	p. 275

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Table of Contents