Beyond Spin

MARKOS KOUNALAKIS, a veteran print and network broadcast journalist, has covered wars and revolutions, both civil and technological, and written for Newsweek, the Wall Street Journal, and the Los Angeles Times. He is the author of Defying Gravity: The Making of Newton (1993) and lives in San Francisco. email: NewsScribe@aol.com DREW BANKS, SGI's director of employee communications and integrated performance support, has blAnded his engineering, arts, and business background to architect technology solutions that enable human potential. Drew speaks regularly at professional forums on various intranet-related topics. He lives in San Francisco. email: dbanks@alum.mit.edu KIM DAUS, a former newspaper and magazine publisher, manages worldwide intranet operations and communications strategies at SGI, including Junction, the company's intranet portal site. She speaks internationally on topics such as communication strategies, intranet development, and knowledge management. She lives in Sausalito, California.

• Foreword Preface: The Power of Strategic Corporate Jounalism Prelude: "Headless Body in Topless Boardroom!"1. THE NEW WORLD Taylorism Macro Sociotechnological Factors Summary2. COMMUNICATIONS UNPLUGGED Aligned Communications Elements of an Effective Organizational Communication Strategy Considering the Organizational Landscape Summary3. JOURNALISM IN THE REAL WORLD Why Journalism? Get It First--But Get It Right Openness and a Free Press Weighing News Value Intrinsic Credibility Challenges Corporations Resemble Socity4. STRATEGIC CORPORATE JOURNALISM Timeliness Accuracy Free Press Weighing News Value The New Corporation Strategic Corporate Journalism5. CORPORATE JOUNALISM IN ACTION Brief History Examples of Corporate Journalism Progress--and Room to Grow6. CORPORATE JOURNALISM: A CASE STUDY Stages in the History of SGI (formerly Silicon Graphics) Endnotes: Worldwide Employee Communications FAQ7. FUTURE WORLD Macro Sociotechnological Trends The Knowledge Economy Communications Trends Legal Trends Societal Journalism and Strategic Corporate Journalism Some Closing ThoughtsAppendix 1: A Guide to Corporate Journalism Appendix 2. GlossaryReferences The Authors Acknowledgements Index

"This book shows how to do 'corporate journalism' with sensitivity, realism and humor. It delivers a tone of practical hope, including specific actions you can take right now to make your company a better place and a better space." --Robert Johansen, president, Institute for the Future "Finally, a precise step-by-step guide for America's flacks that explains how to do business better--and surprise--by telling the truth. This timely book should be on every CEO's desk and in every corporate PR department." --Peter Laufer, author and producer, Omnipoint Business Minute radio feature, and former German correspondent for Public Radio International's (PRI) Marketplace "Beyond Spin shatters long held and traditional views about how a successful company communicates with its employees. It defines, with real examples, how a company's communication organization can either dramatically undermine or bolster its success." --Tamar Elkeles, vice president, Learning and Communications, Qualcomm