Tactical Transparency
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Tactical Transparency
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by Shel Holtz, ABC, and John Havens
published by Jossey-Bass
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.
Details: 297 pages
©2009
Table of Contents
Foreword by Lynne D. Johnson
Introduction: The Glass House of Business
Part One: Strategy
1. What Is Transparency? A Working Definition
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. Profile 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
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