Summary of Beyond Spin

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Beyond Spin book summary


8 Overall

8 Applicability

7 Innovation

8 Style


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, highly recommends this example-filled look for its fresh perspective on corporate communications.

In this summary, you will learn

  • How changes in technology and the media have altered the role of corporate communications;
  • How to effectively and credibly manage your corporate communications with Strategic Corporate Journalism, which combines corporate communications and journalism.

About the Authors

Markos Kounalakis a print and network broadcast journalist has also written for Newsweek, The Wall Street Journal, and the Los Angeles Times. He is the author of Defying Gravity: The Making of Newton. Drew Banks, SGI’s director of employee communications and integrated performance support, speaks regularly at professional forums on various intranet-related topics. Kim Daus, a former newspaper and magazine publisher, has managed worldwide intranet operations and communication strategies at SGI, including Junction, the company’s intranet portal site.



Changing Strategies
Strategic corporate journalism blends journalistic principles with organizational communications strategies. Historically, most organizations have behaved as dictatorial political structures by relying on centrally orchestrated communications. This strategy has its ...

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