Tweet

Beyond Spin

Written by: Andy Marken

Article Overview: Book Review -- The Power of Strategic Corporate Journalism

Beyond Spin

Beyond Spin: The Power of Strategic Corporate Journalism – By Markos Kounalakis, Drew Banks, Kim Daus; Jossey-Bass Business & Management Series, October 1999, 256 pages

Reviewed by – G.A. “Andy” Marken, president, Marken Communications Inc, andy@markencom.com


The authors start the book with an interesting pair of premises:
 what PR people really do is practice spin and spin control
 because of their combined open, accurate and strategically weighted reporting SGI (formerly Silicon Graphics) is a better, stronger and more vital player in its markets

Someone will have to explain to us the difference between “strategically weighted reporting” and spin. We can only guess that truth is in the eyes of the beholder.

A few years ago, SGI was a strong and vibrant player in the computer industry. Today, it’s an interesting niche player that doesn’t appear on many market research firms’ radar screen except when you’re looking at high-end video production. Tomorrow it is difficult to tell but we believe focus, a lot of hard work, good branding and deep pockets will play a greater role than strategically weighted reporting.

Interestingly the authors – a business strategist, broadcast journalist and publisher – even though they admit they know nothing about corporate communications were tapped by management to establish and carry out SGI’s communications program. Perhaps because the team was untainted they were able to develop a unique path for the company’s internal and external communications efforts. At the time, SGI looked to many as though it was imploding as sales and earnings shrunk, staff reductions were becoming weekly occurrences and key/seasoned executives and technical personnel were yelling “Geronimo!” in record numbers.

At times like this opening the channels of communications was perhaps their only option because they certainly didn’t have time to have meetings to discuss strategy.

To their credit; Kounalakis, Banks and Daus do a very good job of outlining how knowledge-based firms can use news and information to a company’s advantage in our global environment. Moving away from SGI, the authors do add to their credibility by exploring how Charles Schwab, Microsoft, J.P. Morgan and QualComm are using their enterprise-wide databases, intranets, video-on-demand and on-line publications to keep fair and accurate news and information flowing to people in the organization…regardless of their location.

All of these firms have come to realize that clear, concise and instant communications of the company’s plans, activities and actions is vital in today’s internet-connected world. After all, when rumors begin to circulate – good or bad – employees can quickly access any number of Web news sites, user groups and chat rooms to obtain information…even though it is probably inaccurate.

We did get a little weak in the knees when the authors talked about the journalistic integrity and framework of journalist checks and balances that are key to the success of such programs. We do agree that too often management teams hold their missteps and successes to close to the vest and don’t take employees into their confidence. Accurately informed employees can be one of the most powerful voices the company has in good times and in bad.

We can forgive the authors for thinking that most PR professionals do nothing all day but sit around all day spin doctoring to the organization’s internal and external audiences. We don’t believe what we do is propaganda but what they practice is open, accurate internal communications.

But they have done an excellent job of showing professional PR people how they can do a better job of leveraging information technology and an informed workforce to keep the company moving forward.

########

Related Articles
  The Difference Between Provocative Selling and Baseline Selling
  Please Someone Shoot These Buzzwords!
  Presentational Strategies for Leaders and Professionals
  10 Attributes of the CEO Who Drives Sales and More
  Spin and Story, two different things entirely

Article Tags:



Related Forum Posts


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Making the Most of Your Trade Show Experience

LISTENING SKILLS IN COACHING

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.