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Description: All organizations must manage their reputation. This can only be done through understanding the needs and concerns of all the stakeholders, then developing and promoting policies that will win goodwill and support across these vital "publics". Investment in corporate reputation initiatives can reap major financial rewards – but failure to address the key issues can be painful and expensive as this practical guide demonstrates.
Corporate Reputation, the Brand and the Bottom Line uses many global case studies and the viewpoints of top executives to provide constructive guidance on how to build a successful corporate reputation. Real-life disasters are featured, as are examples of companies where outstanding public relations policies have been implemented.
The author gives practical advice on how to set performance objectives, measure the effectiveness of reputation management, win favourable media coverage, control the cost of a programme, and maximize goodwill while minimizing risks. In a clear, informative style, he also explores relevant and timely issues such as recruitment, personal skills, board policy, communication skills and public affairs.
The underlying message throughout is that reputation management can enhance both the short- and long-term performance of a company.
Contents: Basic principles: understand this reputation business • Board policy: win a good reputation through action from the top • Managing the function: manage your reputation investment • Objectives: plan public relations that will achieve real advances in reputation • Appraisal: measure the effectiveness of reputation management • Marketing: make public relations work closely with marketing • Employees: mobilize a vast volunteer army of goodwill ambassadors • Public affairs: set the agenda for legislators and opinion leaders • Corporate/investor relations: build a corporate reputation that becomes the company • Issues and crisis planning: use issues management to build your ‘reputation insurance’ • Personal skills: develop your own expertise to communicate effectively • Appendix 1 The role of professional bodies in developing an effective public relations structure • Appendix 2 Useful organizations • IndexISBN - 9788175545748
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Pages : 334
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