Discover a new, strategic brand of corporate communication that cuts through today s Dilbert esque cynicism to engage workforces, manage constant change, and align organizations. Through the story of Silicon Graphics, this text demonstrates how corporate journalism can help companies weather sudden PR shocks and remain open, flexible, and innovative. It also describes the corporate communications system, strategy, and philosophy that helped the company face a major crisis. Foreword vii(6) Preface: The Power of Strategic Corporate Journalism xiii Prelude: Headless Body in Topless Boardroom! 1(8) 1 The New World 9(26) Taylorism Macro Sociotechnological Factors Summary 2 Communications Unplugged 35(46) Aligned Communications Elements of an Effective Organizational Communication Strategy Considering the Organizational Landscape Summary 3 Journalism in the Real World 81(18) Why Journalism? Get It First--But Get It Right Openness and a Free Press Weighing News Value Intrinsic Credibility Challenges Corporations Resemble Society 4 Strategic Corporate Journalism 99(32) Timeliness Accuracy Free Press Weighing News Value The New Corporation Strategic Corporate Journalism 5 Corporate Journalism in Action 131(18) Brief History Examples of Corporate Journalism Progress--and Room to Grow 6 Corporate Journalism: A Case Study 149(24) Stages in the History of SGI (formerly Silicon Graphics) Endnotes: Worldwide Employee Communications FAQ 7 Future World 173(20) Macro Sociotechnological Trends The Knowledge Economy Communications Trends Legal Trends Societal Journalism and Strategic Corporate Journalism Some Closing Thoughts Appendix 1: A Guide to Corporate Journalism 193(30) Appendix 2: Glossary 223(12) References 235(6) The Authors 241(2) Acknowledgments 243(4) Index 247