Why should companies invest in corporate comms? This book builds a strong case for PR's role in business, and will be of equal interest to PR or business students, PR pros, and senior executives outside communications.Why should companies invest in corporate comms? This book builds a strong case for PR's role in business, and will be of equal interest to PR or business students, PR pros, and senior executives outside communications. The book is full of examples of strategically executed PR programs, and cases where poor PR planning exacerbated problems. Some, such as the often-cited Tylenol crisis response, will be familiar, but bear repeating. IR, corporate advertising, and media relations are among the topics covered. One case study highlights the importance of internal comms, featuring Colgate/Palmolive. Creating an effective employee dialogue at one of the company's newly acquired plants led to increased production volume and lower costs. Nice stuff for the CEO to read, right? The book's chief virtue is that it proves corporate comms' intrinsic value without starting a "why don't we get more respect" dialogue. The authors wisely let examples speak for themselves.
Title The Power of Corporate Communication Authors Paul Argenti and Janis Forman Publisher McGraw-Hill, New York, 2002, 294 pages