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1、[NOTETOEDITOR:MoveAppendixtoendofbookandsavefourpagesoftext]DigitalStrategiesforPowerfulCorporateCommunicationChapter1:WelcometotheJungle:AnIntroductiontotheNewBusinessEnvironmentThebusinessofmanagingrelationships—and,therefore,thebusinessofbusinessitself—hasre
2、achedcriticalmass.Stakeholderempowerment,asit’scometobeknown,hasshiftedthecorporatehierarchyofinfluencefromthehandsofelitebusinessexecutivestothoseoftheironce-passiveaudiences,including:employees,consumers,mediaandinvestors.Thecomplexmodernbusinessenvironment,d
3、rivenbytheseindividualstakeholders’needs,wants,opinionsandwhims,underscoresaharshrealityforcorporateleaders:Theyhaveallbutrelinquishedcontrolovertheirorganizations’reputationsandmessagingtoadissonantpublic.Whetheryouareacorporateleaderoraself-describedmemberofs
4、aidpublic,thisrealityaffectsalmosteveryinteractionyouwillhavewiththeinstitutionofbusiness.Whilethisevolution—somewouldsayrevolution—inbusinessdidn’thappenovernight,itwaspromptedbyajuggernautofcatalyststhatemergedandmetastasizedsorapidly,manyexecutiveswereleftwi
5、thoutanystrategiesforthriving—letalonesurviving—inthisnewenvironment.Anumberofinstigatorssparkedthisswifttransformation,butonestandsoutashavingthemostimpact,enduranceandlongevity:theemergenceofdigitalcommunicationsplatforms,includingblogsandsocialcommunities.Th
6、eseplatformssparkedacompleteoverhaulofthebusinesslandscape,especiallyinthecontextofcommunication.SuggestedreadingsfromthesocialmediabookwrittenbyPaulArgentiwithCourtneyBarnes(tobepublishedinAugust2009).ForDartmouthinternaluseonlyÑnotforreproductionorre-use.Prov
7、idedasadvancereadingfortheDartmouthCommunicatorsConferenceonSocialMedia,April30-May1,2009.stBeforethedigitalexplosionattheturnofthe21century,corporations’reputationswereshapedbyone-dimensionalmessagingthatthesenior-mostmanagerspusheddownthecorporateladderanddis
8、seminatedtostakeholdersseparatelyandwithoutdiscussion.Assummarizedbythe2007AuthenticEnterpriseCEOreport,commissionedbytheArthurW.PageSociety,“Companiesusedtocontroltheiriden
