William J. Holstein - Manage the Media (Don’t Let the Media Manage You)
In this book, William Holstein argues that two major trends have completely transformed the way that chief executive officers have to think of communicating - the rise of shareholder activist coalitions, and the power of Internet-based communications. He contends that CEO’s have to rethink the way both they themselves and their entire organizations communicate. They need to shape both their message architecture and the the playing field of ideas. To do anything less, Holstein says, is to let others define their company’s future.
Tags: corporate image, media, media relations, pr
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