Strategies for Corporate Success in the Age of Digital Communications

ADAPTED FROM THE BOOK:  Digital Strategies for Powerful Corporate Communications

ABOUT THE AUTHOR: Paul A. Argenti is Professor of Corporate Communication at Dartmouth's Tuck School of Business and faculty director of the
Leadership and Strategic Impact Program. He has written several books on corporate communication including: Corporate Communication (fifth edition, Irwin/McGraw-Hill, 2009), Strategic Communication (Tata/McGraw-Hill, 2007).

CONTENT DESCRIPTION: The business of managing relationships has reached a critical mass.  Stakeholder empowerment has shifted the corporate hierarchy of influence from the hands of elite business executives to those of consumers, employees and investors.  The complex business environment, driven by consumers’ needs, wants, opinion and whims, underscores a harsh reality for mangers in corporate America: Now, stakeholders are kings, and executives have become their pawns.

Rather than assume inevitable checkmate, business leaders worldwide must redefine their strategies and brands in the context those factors contributing to a rapidly changing landscape: Economic instability, widespread corporate fraud and dishonest financial management, and a surge in global mergers and acquisitions. However, one overarching theme in the business narrative drives stakeholder empowerment – and the subsequent reputational risks it presents – most aggressively: the digitalization of communications.  Enter blogs, mashups, wikis, social networks, and advanced video-gaming technologies.

This book will serve as a guide for all senior business executives who face these tough issues, and who must lead their organizations and protect their reputations. 

Fill out the information at right to receive two free chapters, and learn how business leaders can market more effectively when traditional communications vehicles are gathering dust and little else. Learn how to better measure the impact of communications efforts - both online and offline - to determine what works and what doesn't!