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: #147164 in Books
• Published on: 1999-10-08
• Original language: English
• Dimensions: .90" h x 6.38" w x 9.33" l, 1.07 pounds
• 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.