Manage Your Reputation: How to Plan Public Relations to Build & Protect the Organization's Most Powerful Asset

Capa
Kogan Page Publishers, 2002 - 276 páginas
* Reputation management has become a key issue for all business people. * First edition, published by McGraw-Hill as Managing your Reputation sold over 10,000 copies. * This new edition is packed with new case studies from around the world. * Most companies now believe that reputation impacts the bottom line. * Written by one of Europe's most senior and experienced practitioners. Reputation has a major impact on business performance. Management's remuneration, directors' fees, ethical issues, environmental accountability, employee relations, investor relations, customer care and fiduciary responsibility, all are now under the media spotlight. All organizations, whether in the public or private sector, must not only behave impeccably but also manage their public relations with intelligence and integrity if they are to safeguard their reputation. Here is clear, actionable guidance on how to plan and implement effective public relations programs. Bristling with real-life case studies and candid comment from top executives around the world, you'll find hands-on, practical advice on how to: avoid PR disasters, set PR objectives, win favorable media coverage, control costs, measure results, and recruit the right public relations people.
 

Conteúdo

Basic principles
7
a vital factor
16
Board policy
24
Determining communications responsibilities 24 Review
33
Managing the function
41
Objectives
65
do not want to hear 74 Learn how to get true responses
76
Marketing
109
Appointing a public relations adviser 183 Project
185
Issues and crisis planning
203
development 207 The nature of issues 208 Identifying
217
personnel aware of their responsibilities 222
226
Personal skills
234
Establish honest media relations 234 Conveying the
240
Consider the journalists point of view 244 Learn some
251
company behave properly
258

Employees
127
Use information to enlighten not drown 132 Employees
152
Public affairs at the heart of public relations 155 Making
170
Corporate public relations 173 Reputation and investor
176
Useful organizations
267
Index
273
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Sobre o autor (2002)

Roger Haywood is one of Europe's most respected and experienced issues analysts and public relations practitioners. He has advised many top companies on marketing and communications strategies, including ICI, Rolls Royce, BA, Unilever, General Motors and Thomas Cook. He is chairman of the Public Relations Standards Council and former chairman of the Chartered Institute of Marketing and president of the Chartered Institute of Public Relations. He pioneered the concept of issues analysis, an innovative approach to corporate governance, he writes and broadcasts regularly on organizational behaviour.

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