Tactical Transparency How Leaders Can Leverage Social Media to Maximize Value and Build their Brand

Author: Shel Holtz; John C. Havens; Lynne D. Johnson
Publisher: Jossey-Bass
ISBN: 9780470293706
Published In: October 2008
Format: Hardback , 320 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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While exposing the risks inherent in maintaining a nontransparent relationship with customers, Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media "netiquette" an important but often misunderstood part of engaging in transparency.

Foreword (Lynne D. Johnson).

Introduction: The Glass House of Business.

Part One: Strategy.

1. What Is Transparency? A Working Defi nition.

2. Someone May Be Looking: Transparency Done Right and Wrong.

3. Do You Have What It Takes? Characteristics of Transparent Organizations.

Part Two: Tactics.

4. From Prospects to People: Why Opaque Selling Doesn’t Deliver Long-Term Return on Investment.

5. Follow the Money: Financial Communications.

6. When Things Go Bad: Transparency During a Crisis.

7. Exposing the Company to the Employees Who Make It Work: Internal Transparency.

8. Meet the Press: Traditional Public Relations and Media Relations.

9. The View from the Top: The Role of Leadership.

10. En-Gauge the Conversation: How Issues Blogs Show People You’re Listening.

11. From the Inside Looking Out: Employee Involvement.

12. Transparency Beyond Text: How Audio, Video, and Interactive Media Build Trust.

13. Profi le and Privacy: Transparency in Social Networks.

14. The Case for Face-to-Face: Transparency in Person.

Part Three: Making It Real.

15. The Toothpaste Is Out of the YouTube: Addressing Loss of Control with Transparent Tactics.

16. Yeah, But . . . : Overcoming Objections.

17. Your Road Map to Transparency: Creating a Plan.

18. What’s Next? The Future of Transparency.

Notes.

Acknowledgments.

The Authors.

Index.

Shel Holtz, an accredited business communicator, is a principal of Holtz Communication + Technology. His clients have included Intel, Sears, PepsiCo, Aetna, John Deere, General Mills, USAA, Applied Materials, Symantec, Raytheon, World Bank, Petrobras, Disney, FedEx, Freescale Semiconductor, and more. He is the author of five communication-related books.

John C. Havens is vice president of business development for BlogTalkRadio.com. His About.com Guide to Podcasting show has featured interviews with hundreds of new media's leading minds. Previously, he was a professional actor, appearing in such films and TV shows as The Thomas Crown Affair, Law & Order, and Spin City.