Product Description

Discover a new, strategic brand of corporate communication that cuts through today's Dilbert-esque cynicism to engage workforces, manage constant change, and align organizations. In Beyond Spin, three experts detail the techniques of corporate journalism--an ingenious communications model that hinges on open, accurate, and strategically weighted reporting inside a corporation. With practical guidelines and real-world examples from SGI, Microsoft, J.P. Morgan, and other corporations, Beyond Spin helps you equip your company with this powerful new standard of communication--one that makes the most of every communications vehicle to keep your company aligned, nimble, innovative, and fiercely competitive.

Product Details

• Amazon Sales Rank: #491982 in Books
• Published on: 1999-10-08
• Original language: English
• Binding: Paperback
• 256 pages

From Amazon.com
Due to factors both within and outside their control, companies of all types now face internal and external communication demands that are central to their ultimate success. Markos Kounalakis, Drew Banks, and Kim Daus accordingly argue in Beyond Spin that the most efficacious way to handle them is more complicated than some business leaders may initially imagine--but also more potent than the alternatives they may otherwise engage. Drawing on varied backgrounds in business and journalism, the authors craft a convincing argument for developing a holistic alliance between standard organizational communication and traditional Western journalism that meets these needs. The goal of this refreshingly progressive approach, which they've dubbed strategic corporate journalism, is to create "awareness and understanding through open, timely and accurate information flow." It has been employed in one manner or another by high-profile firms such as SGI, formerly Silicon Graphics, whose experiences under fire are examined in one chapter. Other chapters focus on the evolution and impact of in-house PR and journalism for public consumption; development of effective communication networks in knowledge-based organizations; consequences of adopting or rejecting these principles at companies such as Hewlett-Packard and ARCO; and future requirements these efforts will continually address. --Howard Rothman

Review
"This book shows how to do 'corporate journalism' with sensitivity, realism and humor. It delivers a tone of practical hope, including specific actions you can take right now to make your company a better place and a better space." --Robert Johansen, president, Institute for the Future

"Finally, a precise step-by-step guide for America's flacks that explains how to do business better--and surprise--by telling the truth. This timely book should be on every CEO's desk and in every corporate PR department." --Peter Laufer, author and producer, Omnipoint Business Minute radio feature, and former German correspondent for Public Radio International's (PRI) Marketplace

"Beyond Spin shatters long held and traditional views about how a successful company communicates with its employees. It defines, with real examples, how a company's communication organization can either dramatically undermine or bolster its success." --Tamar Elkeles, vice president, Learning and Communications, Qualcomm

Book Info
Provides the opinions of three experts detailing the techniques of corporate journalism- a communications model that hinges on open, accurate, and strategically weighted reporting inside a corporation. Provides practical guidelines and real-world examples from SGI, Microsoft, J.P. Morgan, and other corporations. DLC: Communication in organization.

Customer Reviews

Govt communicators should also see Media Relations Handbook
Beyond Spin is OK, but for a newer, practical book written by a Washington pro, government communicators should also see Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who has more than a decade of Washington PR experience, with a Foreword by Mike McCurry.

What others have said about Fitch's book (about which you can see more at MediaRelationsHandbook.com ):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
James Carville, Co-Host CNN Crossfire, author

Again, you can see more about Fitch's book at MediaRelationsHandbook.com or search Amazon using the ISBN: 1587330032

don't bother
This book still exists? Save your money, its just
more corporate blah, blah, blah by three people who claim to have changed the face of corporate journalism by building an intranet that supposedly changed a company. Nothing more than a bunch of back-patting by three people who did nothing but spend 6-12 mo. in 'employee communications' positions within SGI working with an intranet that was conceived and built way before they took over.
All three of them were escorted to the door because the company realized their ROI was zero. Too bad Markos, Drew and Kim...you couldn't get out of the way of your own 'spin.'

Highly Recommended!
In a world overloaded with spin, the only way to cut through the bull is with the truth. So say the authors of Beyond Spin, which advises executives to allow their corporate communications staff to act as internal investigative journalists. The authors maintain that only by revealing the truth within your organization can you hope to guide the flow of information about and around your company in the digital era. Although many executives might find these concepts unworkable, we from getAbstract highly recommend this example-filled look for its fresh perspective on corporate communications.