Memo to the CEO: Manage the Media (Don't Let the Media Manage You)

"Holstein has a compelling message."
      Dr. Leslie Gaines-Ross
      Chief Reputation Strategist
      Weber Shandwick

Memo to the CEO: Manage the Media (Don't Let the Media Manage You)
In this book, Bill argues that two major trends have completely transformed the way that chief executive officers have to think of communicating—the rise of shareholder activist coalitions, and the power of Internet-based communications. He contends that CEOs have to rethink the way they themselves and their entire organizations communicate. They need to shape both their message architecture and the playing field of ideas. To do anything less, Bill says, is to let others define their companys’ future.

From Harvard Business School Press

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