Inside the AT&T executive suite: a public relations perspective

摘要

Strategic communication has, now more than ever, taken center stage in the running of publicly traded national and multinational corporations. Dick Martin's Tough Calls offers CEOs and business decision makers the judgment, insight, and wisdom from his experience as the top communication officer at corporate icon AT&T. Of his time there, he says that he had "the most visible job in an industry that was inexorably melting away." As the Chinese saying goes, Dick Martin had the opportunity to work in "interesting" times. Enormous changes confronted him: in the work force - layoffs and downsizing; in the regulatory environment; in the business environment - mergers, acquisitions, spin offs; in company leadership - two CEO successions; in technology; in the relationship with customers; in the relationship with competitors; in stock valuation and stock price; in the business mission and model.