Paul Argenti sees the big picture for PR. As professor of management and corporate communication at Dartmouth College's Tuck School of Business, he advises his students that public relations should be woven throughout the fabric of a company - from integration with advertising to employee relations to government relations. But he's particularly interested in the role corporate communications must play in a world of reduced government, multi-national branding and ever-increasing corporate power.
By The Book: Tough Times for Corporate Communications Pros
You might also be interested in:
- Case Study: Lamaze Uses Real Stories to Deliver More Relevant Content And Help Women Make Right Birth Choices
- Digital Technology: Uncomplicated, But Oh So Frustrating; Brands Must Take Additional Pains To Build Up Character
- How To Adopt the 5 Gospels of News Writing
- Strategic Corporate Giving: Laser-Like Focus Sparks Solid PR Results
- Communicators Play Key Role In Reinvention of Sales and Marketing