 Beyond Spin: The Power of Strategic Corporate Journalism
ISBN: 978-0-7879-4550-3
Paperback
256 pages
October 1999, Jossey-Bass
US $29.00
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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
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
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