Digital strategies for powerful corporate communications
Critical strategies for shifting the power of digital communications--now in the hands of customers, employees, journalists, and investors--back to the corporation
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
McGraw-Hill ,
c2009
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| Subjects: |
Table of Contents:
- 1. Welcome to the jungle : an introduction to the new business environment
- 2. Corporate Darwinism : organizational structures evolve to meet changing stakeholder demands
- 3. The digital mediator : online platforms create common ground for marketing and corporate communications
- 4. Coup de reportage : new media relations in the conversational age
- 5. The water cooler goes to cyberspace : internal communications in a digital world
- 6. Trading virtual spaces : shareholders take investor relations to the Web
- 7. A tree grows in cyberspace : Web 2.0 inspires--and requires--corporate responsibility efforts to go green
- 8. A public affair : the digital dimension of government relations
- 9. Help, my Avatar's fallen and he can't get up : crisis management in a virtual world