Beyond Spin: The Power of Strategic Corporate Journalism

Engaging a knowledge workforce. Operating globally in Internet time. Protecting confidentiality and intellectual property in a boundaryless, networked world. How do can communications best serve the new business environment? Beyond Spin suggests that today′s organizations can learn from the powerful role journalism has played in transforming societies from controlled political structures to democracies.
Strategic corporate journalism is open, accurate, timely, and strategically weighted news. Organizational communicators are beginning to understand how damaging "spun" information can be to a knowledge workforce. Some have begun to blend journalism with corporate communication strategies and have seen organizational effectiveness improve as a result of the increased trust and credibility that combination can engender.
In a fast–paced, engaging style, authors Markos Kounalakis, Drew Banks, and Kim Daus draw on personal experience with SGI to showcase strategic corporate journalism as the cornerstone of an internal communications model that company has used to keep employees informed throughout a traumatic business and cultural transition. The authors also highlight other companies––such as Microsoft, Arco, J.P. Morgan, and Qualcomm–to demonstrate how they have successfully integrated elements of corporate journalism into their communication practices.
Beyond Spin is an indispensable guide that demonstrates how corporate journalism works strategically and tactically to help companies build an impassioned workforce, weather sudden shocks, manage constant change, and thrive in the long term. By retooling the content, distribution, and style of their communications, companies can create a continuous, credible flow of information and knowledge that keeps them aligned, nimble, innovative, and competitive.

Spis treści:
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

Nota biograficzna:
MARKOS KOUNALAKIS, a veteran print and network broadcast journalist, has covered wars and revolutions, both civil and technological, and written for Newsweek, the Wall Street Journal, and the Los Angeles Times. He is the author of Defying Gravity: The Making of Newton (1993) and lives in San Francisco. email: NewsScribe@aol.com DREW BANKS, SGI′s director of employee communications and integrated performance support, has blAnded his engineering, arts, and business background to architect technology solutions that enable human potential. Drew speaks regularly at professional forums on various intranet–related topics. He lives in San Francisco. email: dbanks@alum.mit.edu KIM DAUS, a former newspaper and magazine publisher, manages worldwide intranet operations and communications stra tegies at SGI, including Junction, the company′s intranet portal site. She speaks internationally on topics such as communication strategies, intranet development, and knowledge management. She lives in Sausalito, California.

Okładka tylna:
Engaging a knowledge workforce. Operating globally in Internet time. Protecting confidentiality and intellectual property in a boundaryless, networked world. How do can communications best serve the new business environment? Beyond Spin suggests that today′s organizations can learn from the powerful role journalism has played in transforming societies from controlled political structures to democracies.
Strategic corporate journalism is open, accurate, timely, and strategically weighted news. Organizational communicators are beginning to understand how damaging "spun" information can be to a knowledge workforce. Some have begun to blend journalism with corporate communication strategies and have seen organizational effectiveness improve as a result of the increased trust and credibility that combination can engender.
In a fast–paced, engaging style, authors Markos Kounalakis, Drew Banks, and Kim Daus draw on personal experience with SGI to showcase strategic corporate journalism as the cornerstone of an internal communications model that company has used to keep employees informed throughout a traumatic business and cultural transition. The authors also highlight other companies––such as Microsoft, Arco, J.P. Morgan, and Qualcomm–to demonstrate how they have successfully integrated elements of corporate journalism into their communication practices.
Beyond Spin is an indispensable guide that demonstrates how corporate journalism works strategically and tactically to help companies build an impassioned workforce, weather sudden shocks, manage constant change, and thrive in the long term. By retooling the content, distribution, and style of their communications, co mpanies can create a continuous, credible flow of information and knowledge that keeps them aligned, nimble, innovative, and competitive.