Beyond Spin: The Power of Strategic Corporate Journalism

This is a very fresh look at corporate communications. Many executives (especially those caught in a short-term "Enron" mentality) are not likely to see the benefits of approaching communications in this way. Is it really so novel an idea that `truth' should be the basis of communication, even in business? Apparently... This attitude has a common sense to it that is very appealing. If you speak truth to your employees than they will be less likely to have false expectations and become disenchanted and disgruntled. If you speak truth to your customers, they'll never feel cheated. Finally, if your company has spoken the truth, it will not have to face the disgrace of being caught out in a lie-which could destroy it. Of course, the thought of turning your corporate communications office loose on your company like investigative journalists is probably alarming to most executives. The big question is, how else can you make sure your various departments and employees are motivated to tell the truth and held accountable when they don't? The authors argue that companies need to re-tool the content, distribution and style of their corporate communications. If the company has good or bad news for its employees and its customers, it is better for the company to be the first to release the "story." Most organizations only deal with bad news when forces outside the company demand it, and then the organization is left scrambling and spinning-loosing credibility in the process. This book has some fascinating ideas and considers some very important questions that all executives should think about.

In a world overloaded with spin, the only way to cut through the bull is with the truth. So say the authors of Beyond Spin, which advises executives to allow their corporate communications staff to act as internal investigative journalists. The authors maintain that only by revealing the truth within your organization can you hope to guide the flow of information about and around your company in the digital era. Although many executives might find these concepts unworkable, we from getAbstract highly recommend this example-filled look for its fresh perspective on corporate communications.

Finally! A book that does not insult the "worker in the trenches"! "Beyond Spin" takes the unbelievable position that cubicle dwellers have known all along-the spin upper level management tries to put on its mistakes has never fooled anyone. Truthfulness in corporate communication shows respect and trust (thus fostering its continuance) between the corporation and its employees. Kudos to the authors for their integrity and excellent writing!