Getting the word out

Corporate communications, like war, is too important to be left entirely to the professionals. Yet the biggest management resource often remains largely overlooked - people. This essential guide for managers shows you how to embrace communications to make the people in your company more competitive and to ultimately increase profits. Corrado includes advice on welcoming responsibility for, and effectively carrying out, corporate communications to increase respect and support of the organization both internally and externally. Getting the Word Out shows how to break through the message clutter and communicate effectively with employees, customers, the media, and the community; use communications to achieve a positive corporate identity; know what is "in" and what is "out" concerning environmental issues; relate communications to bottom line - and increase profits; address internal and external communications, including crisis communications, public and not-for-profit issues, marketing communications, propaganda and credibility; and evaluate the effectiveness of your communications through diagnostic tools. You'll find the effectiveness of a number of techniques presented and evaluated across a grid that shows what technique will best meet your need. Getting the Word Out provides answers to help you use communications throughout the entire organization to create value and achieve your company's goals.