By The Book: Tough Times for Corporate Communications Pros

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. Argenti examines this role in his new book (with Janis Forman, director of the management communication program at UCLA), The Power of Corporate Communication: Crafting the Voice and Image of Your Business (McGraw-Hill). PR NEWS recently spoke with Argenti this month about how corporate communications pros can guide their organizations toward fulfilling their responsibilities as corporate citizens.

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