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The Power of Corporate Communication: Crafting the Voice and Image of Your Business
 
 

The Power of Corporate Communication: Crafting the Voice and Image of Your Business [Kindle Edition]

Paul Argenti , Janis Forman

Kindle-Preis: EUR 20,94 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Produktbeschreibungen

Kurzbeschreibung

Strategies for clear communication in today's muddled corporate environment





Corporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveraged­­and a process to be mastered. The Power of Corporate Communication shows managers and executives how to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries. Fully accessible and refreshingly nonacademic, it creates an easy-to-follow map of the world of corporate communication, with workplace-tested approaches for addressing common challenges. Written by two leaders in today's corporate communication field­­Paul Argenti is the author of 1994's groundbreaking Corporate Communication­­The Power of Corporate Communication is replete with careful analyses and real-world examples and case studies from leading organizations including Sony, Coca-Cola, and GE.

Synopsis

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.


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Amazon.com: 4.2 von 5 Sternen  12 Rezensionen
7 von 7 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen On the money 18. Dezember 2002
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Argenti and Forman have written an outstanding book on how companies can use communications as an essential part of business strategy. The authors have researched the book impressively, suggesting numerous examples for the ideas they present. As such, it is practical, yet still grounded in some core ideas on how people communicate, persuade others, and manage PR for strategic ends.
I am not a PR professional, but it is easy to see how people can use this book. Argenti and Forman's ideas on reputation, image management, and branding are valuable for managers in marketing, corporate communications, and investor relations. Their ideas on integrating communications with strategy will be useful for anyone running a business who has been too busy to think about how outsiders actually perceive their companies. Reading the book in light of the almost daily barrage of reputation and communications challenges leaders and companies face - think Trent Lott - just brings home how useful their ideas can be.
4 von 4 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Entertaining & Useful but, in some parts, slow. 28. August 2003
Von Raul Baz Suarez - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
This book is an excellent tool for any person interested in corporate communications. It lines out the basics and even gives entertaining examples of everything the authors (Argenti and Forman) explain.
This book is also very useful for any person whose job has something to do with corporate communications because of the many examples given; For example, in chapter 3, it explains the communication strategy used by Jack Welch during the years he spent as CEO of GE.
Chapter 2 was a little boring because it gives a general overview of the history of PR emphasizing on the professional lives of Ivy Ledbetter Lee and Edward L. Bernays whom some say were the fathers of PR.
On the other hand, chapter 10 (Managing Communications in a Crisis) is most entertaining because it mentions what a communication crisis is, how to create and implement a strategy; Along with this general explanation it also mentions certain examples like the Johnson & Johnson Tylenol Recall, Merril Lynch, etc.
Either for those in the business or in the business, this book is a reliable tool to learning the basics of corporate communication.
4 von 4 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen strategy and coherent communications 27. Dezember 2002
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
As an strategy professor, I find the message here to be right on target. While strategy is easy to formulate, implementation is overwhelmingly diffcult without a coherent and simple message to all. Effective corporate communications ALIGNS internal and external stakeholders around corporte strategy and increases the likelihood of effective implementation. This book is a wonderful bridge between formulation and implementation. It is a bridge conceptually -- as in the comments above --- and it is a bridge practically -- as in how does a firm achieve power and coherence in their messaging?
8 von 10 Kunden fanden die folgende Rezension hilfreich
1.0 von 5 Sternen A WASTE OF PAPER AND TIME 12. Dezember 2002
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Few business subjects are more important or relevant today than the roles effective communications can play in building and sustaining healthy organizations. Sadly, this is yet another one of those books that fails to shed either heat or light.
For busy managers, there's absolutely nothing here that hasn't already been covered elswhere more clearly, thoroughly as well as convincingly. For experienced public relations executives hoping to finally read a thoughtful, well-researched book, 99 percent of what Argenti and Forman put forth is old hat, to put it charitably. A laundry list of the most basic theories and practices are presented here as cutting edge thinking. The same predictable handful of Fortune 100 companies are showcased as
"models," replete with the kind of case studies that academics tend to find fascinating but put most business people, hungry for fresh perspective and insights, to sleep. In this instance, even business, marketing and public relations students will find this read a lightweight experience.
More than anything else, what this book sorely lacks is a dose of reality. Up to a point, professors can be excused from that expectation when they contribute new thinking or ideas that have been brewing in their ivory towers. These authors have no such excuse. One only hopes that their students are getting better out of them.
3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen valuable and useful book 21. Dezember 2002
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
The strategic importance of corporate communication has been identified by most companies, but the realization and implementation is often lagging behind. Argenti and Forman provide professionals as well as academics with an excellent manual on all aspects of corporate communication. Especially the integration of the different functions like e.g. Investor Relations and Government Relations show the authors' profound knowledge and experience in this field.
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Beliebte Markierungen

 (Was ist das?)
&quote;
By corporate communication we mean the corporation's voice and the images it projects of itself on a world stage populated by its various audiences, or what we refer to as its constituencies. Included in this field are areas such as corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management, and crisis communications. &quote;
Markiert von 5 Kindle-Nutzern
&quote;
For corporate communication today, "reading" the culture means paying attention to issues that impinge on your particular firm and industry. &quote;
Markiert von 5 Kindle-Nutzern
&quote;
Corporate communication has a direct impact on your work, no matter where you're located on the organizational chart. Every manager needs to understand corporate communication, not just those officially in charge of public relations or communications. &quote;
Markiert von 5 Kindle-Nutzern

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