Digital Strategies for Powerful Corporate

The latest technology and tactics forprotecting a company's brands andreputationThe advents of blogging, mashups, and wiki programshave introduced chaos in the world of business communication.Digital Strategies for Powerful CorporateCommunicationsexplains how to use these same digitalmeans, among many others, for bringing order to thisinformation-saturated environment.Deploying the lessonsinside, communication directors will be able tobuild symbiotic relationships with stakeholders, developkey messages based on customers' needs and desires,managing the company's reputation, and executing efficientleadership strategies. Case studies of leadingglobal companies are included.

Paul A. Argenti is business communications.consultant and professor of Corporate Communication at.the Tuck School of Business.
.Courtney M. Barnes is editor of PR News.with expertise on digital communications.

Acknowledgments	p. vii
Preface	p. ix
Welcome to the Jungle An Introduction to the New Business Environment	p. 1
Corporate Darwinism Organizational Structures Evolve To Meet Changing Stakeholder Demands	p. 21
The Digital Mediator Online Platforms Create Common Ground For Marketing and Corporate Communications	p. 47
Coup De Reportage New Media Relations in the Conversational Age	p. 75
The Water Cooler Goes to Cyberspace Internal Communications in a Digital World	p. 111
Trading Virtual Spaces Shareholders Take Investor Relations to the Web	p. 141
A Tree Grows in Cyberspace Web 2.0 Inspires-and Requires-Corporate Responsibility Efforts to go Green	p. 171
A Public Affair the Digital Dimension of Government Relations	p. 195
Help, My Avatar's Fallen and He Can't Get Up Crisis Management in A Virtual World	p. 221
Appendix: Digital Dictionary	p. 249
Endnotes	p. 255
Index	p. 275
Table of Contents provided by Ingram. All Rights Reserved.

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Digital Strategies for Powerful Corporate Communications

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Table of Contents

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