{"product_id":"9780071606028","title":"Digital Strategies for Powerful Corporate Communications","description":"\u003cb\u003eAuthor(s): Argenti, Paul A, Barnes, Courtney M.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\n\n\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eRather 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.\u003c\/p\u003e\u003cp\u003eInternational 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\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eManage brand identity andcompany reputation\u003c\/li\u003e\n\u003cli\u003eBuild a culture of engagementand transparency\u003c\/li\u003e\n\u003cli\u003eTurn stakeholders into“company evangelists”\u003c\/li\u003e\n\u003cli\u003eManage internal communications acrosstime zones and language barriers\u003c\/li\u003e\n\u003cli\u003eRecruit and retain the best talent\u003c\/li\u003e\n\u003cli\u003eDevelop compelling messages based oncustomer and investor needs and desires\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eArgenti and Barnes provide case studiesillustrating digital communications bestpractices at HP, Southwest Airlines, Sony,Dell, IBM, Starbucks, HBO, FedEx, GE, andother major players.\u003c\/p\u003e\u003cp\u003eThis groundbreaking book will teach youhow to gain real, manageable control overyour organization’s communications intoday’s virtual world.\u003c\/p\u003e\n\n\u003cbr\u003e\u003cbr\u003eReview(s):\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eEAN: 9780071606028\u003cbr\u003e\u003cbr\u003eAge Group:  \u003cbr\u003e\u003cbr\u003eNumber of Pages: 272\u003cbr\u003e\u003cbr\u003eWeight: 576.1 gr\u003cbr\u003e\u003cbr\u003e","brand":"McGraw Hill","offers":[{"title":"Hardback","offer_id":43845737152750,"sku":"9780071606028","price":67.18,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0630\/9612\/7726\/products\/9780071606028_ba697cb3-46ec-4f15-80d4-f5368d4a6d95.jpg?v=1671234196","url":"https:\/\/bookland.com.au\/products\/9780071606028","provider":"Book Land AU","version":"1.0","type":"link"}