Corporate Communication

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.

Argenti uses several brilliant case histories in his examination of corporate communication. This text is both informative and useful. I would definitely recommend it to anyone who's involved in the field.


Paul Argenti's Corporate Communication: A new perspective   August 1, 2001
Wuri A. Soedjatmiko (Surabaya, East Java Indonesia)
13 out of 18 found this review helpful

I have been using Paul Argenti's Corporate Communication for my Management and Corporate Communication class and find the book very systematic and comprehensive. It provides students with a new perspective of professional external and internal communication that a company needs to build its image and identity. Especially, the down-to-earth cases for discussions such as, the Adolph Coors Company and the 60 minutes CBS program, and the case of United Technologies, are perfect application of knowledge to practice. More significant is that those problems are universal and might occur to any organization. And this is credited to Paul Argenti's long experience of teaching management and corporate communication. I really enjoy using this book.