Corporate Communication

by Paul A. Argenti

Argenti’s Corporate Communication was the first text to tackle this subject, and now in its Fourth Edition, it remains the most comprehensive book in this field. Corporate Communications describes the changes in the environment for business that have taken place over the last half-century and their implications for corporate communication. While attitudes about business have never been totally positive, they have reached an all-time low in recent years––mistrust and skepticism of corporate entities is high, as are expectations that companies will “give back” to society through philanthropy, community involvement, or environmental protection activities. By showing readers the importance of creating a coordinated corporate communication system, organizations will benefit with important strategies and tools that few companies in the world are using yet. This new edition shows what companies need to know about advanced communication strategies to stay one step ahead of the competition.

Genres: Business, Nonfiction, Communication

288 pages, Paperback

First published November 1, 1993

About the author

Professor Paul Argenti has taught management and corporate communication at the Harvard Business School, Columbia Business School, and since 1981 as a faculty member at Dartmouth’s Tuck School of Business. He has also taught as a visiting professor at the International University of Japan, the Helsinki School of Economics, Erasmus University in the Netherlands, London Business School, Università della Svizzera Italiana and Singapore Management University. He currently serves as Faculty Director for Tuck’s Leadership and Strategic Impact Program, and Tuck’s executive program for Novartis.

Paul Argenti’s most recent book (co-authored with Courtney Barnes) is entitled Digital Strategies for Powerful Corporate Communication, published by McGraw-Hill. His other books include: Strategic Corporate Communication, published by McGraw-Hill, The Power of Corporate Communication (co-authored with UCLA’s Janis Forman), published by McGraw-Hill, and The Fast Forward MBA Pocket Reference (second edition), released through Wiley. He also published a fifth edition of his textbook for McGraw-Hill/Irwin in 2008 entitled Corporate Communication. Professor Argenti has written and edited numerous articles for academic publications and practitioner journals such as Harvard Business Review, California Management Review, and Sloan Management Review.

Paul Argenti is a Fulbright Scholar and a winner of the Pathfinder Award in 2007 from the Institute for Public Relations for the excellence of his research over a long career. He serves on the Board of Trustees for the Arthur W. Page Society and the Institute for Public Relations. Finally, he has consulted and run training programs for hundreds of companies including General Electric, Shell, Sony, Novartis, and Goldman Sachs.

Reviews

[Goutham Jayaprakash · Rating 4 out of 5]

Corporate Communication by Paul A. Argenti, shows us the importance of a corporate Communication function in a firm. Through this book he explains who all are the different constituencies of a communication, and how a firm's communication strategy has to vary according to the interests of these constituencies.

Corporate Communication is something that has to be imbided in a firm, even if the firm is very small. There are many examples of how CEO's reacted to various crisis.

There is case studies in the end of each chapter. Doing this case study by ourselves and comparing it with what had actually happened can help us to get an idea how important communication is.

Will re-read this book for sure, when my firm is introducing a Corporate Communication office.

[Darren · Rating 3 out of 5]

I had to read this book for a class that I recently finished. Long chapters and written a lot like a text book make it a relatively boring read. The best way I can describe this book is that you have to read a lot of pages only to realize the author said little more than what is contained in the section titles.

[Justin Jaeger · Rating 2 out of 5]

It wasn't terrible, but the cases seemed dated and most of the information wasn't particularly profound or useful. It was more of a prideful common sense hurdle than a learning experience.

[Scorpy Muhammad]

communicationCorporate Communication

[Caroline · Rating 3 out of 5]

A decent textbook that outlines the importance of corporate communication in today's business environment, as well as details the evolving role of public relations.