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

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John Wiley & Sons, Nov 17, 2008 - Business & Economics - 320 pages
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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.

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Contents

The Glass House of Business
1
Right and Wrong
25
Do You Have What It Takes? Characteristics
37
Why Opaque Selling
55
a Crisis
85
Exposing the Company to the Employees
105
Traditional Public Relations
125
How Issues
151
Transparency in Social Networks
187
Transparency in Person
207
Addressing
223
Overcoming Objections
237
Creating a Plan
251
Whats Next? The Future of Transparency
271
Notes
277
Acknowledgments
283

Employee
161
How Audio Video
173

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About the author (2008)

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.

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