TOUGH CALLS: AT&T and the Hard Lessons Learned from the Telecom Wars

Former AT&T PR head Martin records his take on Ma Bell's descent from blue chip royalty, offering an insider's view of the corporation's struggle to reorient itself to a world in which its longtime cash cow—long-distance service—was becoming a profitless commodity. CEO Michael Armstrong's late '90s attempt to counter this trend by expanding into cable, wireless and business services forms the centerpiece of the book. Ultimately, AT&T ran out of time as the overly exuberant market collapsed and the company had to break itself up once more, this time in order to stay afloat. The journey was highlighted by mega-deals, leadership missteps, PR blunders and outright fraud. Martin also offers an eye-opening analysis of the impact of MCI WorldCom's fraudulent financial statements, which, he says, lowered AT&T's sales by $5 billion per year. Martin lightens the endless carnage with portraits of the telecom industry's top players, describing, for instance, how a new AT&T president was unable to tell the reporters at his first press conference the name of the long-distance company he uses at home. The result: "Run AT&T? He apparently couldn't even spell it. And so forth." There are lots of good PR and leadership lessons here. (Nov.)

Forecast: Anyone sussing out AT&T's remaining potential—or hurt by the telecom bubble's demise—is a potential customer here.