Beyond Spin

Discover a new, strategic brand of corporate communication that cuts through today's Dilbert-esque cynicism to engage workforces, manage constant change, and align organizations. In Beyond Spin, three experts detail the techniques of corporate journalism--an ingenious communications model that hinges on open, accurate, and strategically weighted reporting inside a corporation. With practical guidelines and real-world examples from SGI, Microsoft, J.P. Morgan, and other corporations, Beyond Spin helps you equip your company with this powerful new standard of communication--one that makes the most of every communications vehicle to keep your company aligned, nimble, innovative, and fiercely competitive.

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