The explosion of blogs, social networking    sites, wikis, video sharing sites, and other    powerful digital communications platforms    may be the biggest game-changer to impact    business since mechanized manufacturing. In today’s Web 2.0 world, company stakeholders--including employees, customers,    and investors--are empowered in ways    unimaginable just a few years ago, and    traditional corporate hierarchies are    yesterday’s news.    Rather than attempt to turn back the clock    and reassert strict, top-down control over    stakeholder relationships, the smartest    companies worldwide are responding with    bold new digital communications strategies    based on transparency, authenticity, and    inclusion, instead of secrecy, artificiality,    and exclusion.    International corporate communications    guru Paul A. Argenti provides a lively, up-to-the-    minute review of the Web 2.0 landscape    and analyzes the increasingly central role    corporate communications plays in virtually    every organizational function. Argenti and    coauthor Courtney Barnes advise corporate    leaders on how to deploy proven strategies    for using new and emerging digital    platforms to    Manage brand identity and    company reputation    Build a culture of engagement    and transparency    Turn stakeholders into    “company evangelists”    Manage internal communications across    time zones and language barriers    Recruit and retain the best talent    Develop compelling messages based on    customer and investor needs and desires    Argenti and Barnes provide case studies    illustrating digital communications best    practices at HP, Southwest Airlines, Sony,    Dell, IBM, Starbucks, HBO, FedEx, GE, and    other major players.    This groundbreaking book will teach you    how to gain real, manageable control over    your organization’s communications in    today’s virtual world.

Digital Strategies for Powerful Corporate Communications PDF

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