Professor Paul Argenti releases new book

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FOR IMMEDIATE RELEASE—December 9, 2009

CONTACT:Kim Keating, 603-646-2733

HANOVER, N.H.—In a time when social networking sites and stray online rumors can make or break corporate reputations, executives need to learn to react with speed. In his new book, "Digital Strategies for Powerful Corporate Communications," Paul A. Argenti, professor of corporate communication at the Tuck School of Business at Dartmouth, explains how executives must respond with bold new digital communications strategies based on transparency, authenticity, and inclusion instead of secrecy, artificiality, and exclusion.

"Every day companies are either missing opportunities to use social media to their advantage or are unaware of threats to their reputation because they don't understand the power of online communities," says Argenti. "They see social media as something that doesn't have a role in the workplace and that's a huge mistake."

Argenti and coauthor Courtney Barnes review the Web 2.0 landscape and analyze the increasingly central role that corporate communications play in virtually every organizational function. "Digital Strategies for Powerful Corporate Communications" uses case studies to illustrate best practices at HP, Southwest Airlines, Sony, Starbucks, and other companies. The book also shows executives how to manage internal communications across language barriers and develop compelling messages based on customer and investor needs.
Argenti has provided management, leadership, and corporate communication consulting and training for more than 100 companies and nonprofits worldwide. He is the author of several international bestsellers, most notably the classic "The Power of Corporate Communication."

Founded in 1900, Tuck is the first graduate school of management in the country and consistently ranks among the top business schools worldwide. Tuck remains distinctive among the world's great business schools by combining human scale with global reach, rigorous coursework with experiences requiring teamwork, and valued traditions with innovation.

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