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Beyond Spin : The Power of Strategic Corporate Journalism - Markos Kounalakis

Beyond Spin

The Power of Strategic Corporate Journalism

Paperback Published: 22nd October 1999
ISBN: 9780787945503
Number Of Pages: 256

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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.

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

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

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

Foreword Preface: The Power of Strategic Corporate Jounalism Prelude: "Headless Body in Topless Boardroom!"
1. THE NEW WORLD Taylorism Macro Sociotechnological Factors Summary
2. COMMUNICATIONS UNPLUGGED Aligned Communications Elements of an Effective Organizational Communication Strategy Considering the Organizational Landscape Summary
3. JOURNALISM IN THE REAL WORLD Why Journalism? Get It First--But Get It Right Openness and a Free Press Weighing News Value Intrinsic Credibility Challenges Corporations Resemble Socity
4. STRATEGIC CORPORATE JOURNALISM Timeliness Accuracy Free Press Weighing News Value The New Corporation Strategic Corporate Journalism
5. CORPORATE JOUNALISM IN ACTION Brief History Examples of Corporate Journalism Progress--and Room to Grow
6. CORPORATE JOURNALISM: A CASE STUDY Stages in the History of SGI (formerly Silicon Graphics) Endnotes: Worldwide Employee Communications FAQ
7. FUTURE WORLD Macro Sociotechnological Trends The Knowledge Economy Communications Trends Legal Trends Societal Journalism and Strategic Corporate Journalism Some Closing Thoughts
Appendix 1: A Guide to Corporate Journalism Appendix 2. Glossary
References The Authors Acknowledgements Index

ISBN: 9780787945503
ISBN-10: 0787945501
Series: Jossey-Bass Business & Management
Audience: General
Format: Paperback
Language: English
Number Of Pages: 256
Published: 22nd October 1999
Publisher: JOSSEY BASS
Country of Publication: US
Dimensions (cm): 23.7 x 16.2  x 2.29
Weight (kg): 0.49
Edition Number: 1