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Posts Tagged ‘Paul Argenti’

PRSA, Five Business Schools To Offer MBA Course in Public Relations

The Public Relations Society of America (PRSA) is leading an initiative to bring public relations courses to MBA programs. The group is working with Paul Argenti, communications professor at Dartmouth’s Tuck School of Business to come up with a curriculum that will be taught at that school through a pilot program. Four other participating schools have yet to be determined. The course will be available at these pilot schools in 2012 with the goal to take them nationwide in 2013.

Argenti talked with Businessweek for a story about the program and why it’s important to make PR part of business school coursework (crisis know-how is part of it).

The program was preceded by research commissioned by the PRSA and conducted by MWW Group and Kelton Research that found that 93 percent of business execs think PR is as important as other marketing disciplines. Also, 98 percent think that PR should be included in the business school curriculum. And less than half of the 59 percent of business execs who said they hired a business school grad in the last three years found that the grad had the skills to protect the company’s reputation.

An infographic (two in one day!) about the research is available after the jump.

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Dartmouth Comm. Prof. on Goldman Sachs: ‘It Really is a Battle About the Perceptions That People Hold’


Paul Argenti, Professor of Corporate Communications at Darmouth’s Tuck School of Business, appeared on CNBC this morning to talk about the lawsuit against Goldman Sachs by the Securities and Exchange Commission.

According to The Wall Street Journal, “The central issue in the SEC’s case is the question of whether Goldman was being honest with investors about how it marketed a [Collateralized debt obligation] CDO tied to mortgage securities in 2007, known as Abacus.”

Argenti said, “it’s not about a legal battle any more it really is a battle about the perceptions that people hold of the firm.”

“Their people, their capital and reputation are their three most important assets, and if they’re ever diminished, the last one is the hardest to restore,” he said.

Interview: Courtney Barnes, Co-Author, Digital Strategies for Powerful Corporate Communications

book cover.jpg

“They can’t not participate,” says Courtney Barnes when it comes to companies and social media. Barnes, former editor of PR News and now Vice President and Director of MH Group Communications is the co-author of Digital Strategies for Powerful Corporate Communications (McGraw-Hill, August 2009), alongside Paul Argenti, Professor of Management and Corporate Communication at Tuck at Dartmouth.

PRNewser caught up with Barnes this week to talk about why many large brands have changed their tune when it comes to social media, if PR will be able to grab a larger piece of the pie when it comes to digital and what stories stick out in terms of the executives she’s spoke with over the last year.

A lot of books have been written about digital communications, social media and PR. What makes this one different?

This one is really targeting senior management in terms of how not only they can, but how they need to leverage social media to advance their brand’s reputation and bottom line.

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