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Beyond Spin
Book

Beyond Spin

The Power of Strategic Corporate Journalism

Markos Markos, Drew Banks and Kim Daus
Jossey-Bass, 1999

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Editorial Rating

8

Qualities

  • Applicable

Recommendation

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

Take-Aways

  • Business journalism is more pervasive and aggressive than ever before.
  • In this environment, many old corporate communication strategies don’t work.
  • Traditionally, corporate communications was about internal and external positive spin.

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.

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