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<br/> </p><p></p><p><br/></p><p>Authors:Shel Holtz, John C. Havens<br/>PDF version<br/>Publisher: Jossey-Bass<br/>Number of Pages: 320<br/>Published: 2008-11-10<br/>List price: $34.95<br/>ISBN-10: 0470293705<br/>ISBN-13: 9780470293706<br/>书籍介绍(英文)<br/><br/>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.<br/><br/>Contents<br/>Foreword xi<br/>Lynne d Johnson<br/>Introduction: The Glass House of Business 1<br/>Part One: Strategy<br/>1. What Is Transparency? A Working Defi nition 11<br/>2. Someone May Be Looking: Transparency Done<br/>Right and Wrong 25<br/>3. Do You Have What It Takes? Characteristics<br/>of Transparent Organizations 37<br/>Part Two: Tactics<br/>4. From Prospects to People: Why Opaque Selling<br/>Doesn’t Deliver Long-Term Return on Investment 55<br/>5. Follow the Money: Financial Communications 71<br/>6. When Things Go Bad: Transparency During<br/>a Crisis 85<br/>7. Exposing the Company to the Employees<br/>Who Make It Work: Internal Transparency 105<br/>8. Meet the Press: Traditional Public Relations<br/>and Media Relations 125<br/>9. The View from the Top: The Role of Leadership 137<br/>10. En-Gauge the Conversation: How Issues<br/>Blogs Show People You’re Listening 151<br/>11. From the Inside Looking Out: Employee<br/>Involvement 161<br/>12. Transparency Beyond Text: How Audio, Video,<br/>and Interactive Media Build Trust 173<br/>13. Profi le and Privacy: Transparency in Social Networks 187<br/>14. The Case for Face-to-Face: Transparency in Person 207<br/>Part Three: Making It Real<br/>15. The Toothpaste Is Out of the YouTube: Addressing<br/>Loss of Control with Transparent Tactics 223<br/>16. Yeah, But . . . : Overcoming Objections 237<br/>17. Your Road Map to Transparency: Creating a Plan 251<br/>18. What’s Next? The Future of Transparency 271<br/>Notes 277<br/>Acknowledgments 283<br/>The Authors 287<br/>Index 289</p><p></p>
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