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Management article
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Reference no. C0209C
Authors: John Baldoni
Published by: Harvard Business Publishing
Published in: "Harvard Management Communication Letter", 2002

Abstract

The last few years have not been kind to the relationship between corporate leaders and their employees. Too many promises have been broken, layoffs have been carried out, and supposedly successful business have suddenly failed. You may think you''re in the clear, but how can you cut through the cynicism and fire up your employees about the job at hand? Try communicating leadership in the same way you communicate any other corporate message: through effective marketing. Instead of selling your company''s product, sell yourself and your vision.

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Abstract

The last few years have not been kind to the relationship between corporate leaders and their employees. Too many promises have been broken, layoffs have been carried out, and supposedly successful business have suddenly failed. You may think you''re in the clear, but how can you cut through the cynicism and fire up your employees about the job at hand? Try communicating leadership in the same way you communicate any other corporate message: through effective marketing. Instead of selling your company''s product, sell yourself and your vision.

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