Product Description

A survey showed that, in the US, senior CEOs spent 65 per cent of their time in organized communications. The more successful the company the more time they spent: the CEO is really the senior PR officer. Whether it's investor relations, legal or environmental accountability, ethical issues, employee care or customer service, the media's spotlight will home in on any company that appears to be in breach of its corporate duty. Nobody can hide: the giants and little boys alike must actively manage their reputation. Full of real-life experiences, practical advice and the candid views of top executives, this edition shows how to: build a corporate reputation that becomes the company; avoid disasters that could close the company; win favourable media coverage; recruit the right PR people; set objectives everyone can understand; control the costs of the programme; measure the PR results; and much more.

Product Details

• Amazon Sales Rank: #1071642 in Books
• Published on: 2002-05-31
• Original language: English
• Binding: Hardcover
• 272 pages

Review
"I can highly recommend this book as a practical guide to some of the dos and don'ts written by a practitioner who has advised many top companies at board level." Lord Hanson "Shows step by step exactly how to build a reputation that impacts on the bottom line." John Stubbs, Director General, Chartered Institute of Marketing

John Stubbs, Director General, Chartered Institute of Marketing
"Shows step by step exactly how to build a reputation that impacts on the bottom line"

About the Author
Roger Haywood has had a long and illustrious business career having advised many of the world's top companies on marketing and communications strategies (ICI, Rolls Royce, Cadbury Schweppes, British Airways, Electrolux, Unilever, General Motors, Sainsbury's, Thomas Cook, to name a few). He is Chairman of the Public Relations Standards Council and has been Chairman of the Chartered Institute of Marketing and President of the Institute of Public Relations. Roger pioneered the concept of Issues Analysis (the name of his consultancy) and as the UK's leading issues analyst he appears regularly on TV and radio. He is also the author of All About Public Relations (McGraw-Hill) which is the best-selling text on the subject. The previous edition of Manage Your Reputation was published by McGraw-Hill as Managing your Reputation.

Customer Reviews

Manage Your Reputation
"Roger's book is all about impact and delivery. After an illustrious career in PR - which has focused on managing and enhancing the reptuation of others - his own is as strong as ever, as evidenced by this latest edition. This book is a must have as is his place on the World PR stage."

PROs take note!
'Manage your reputation' contrasts with other public relations books by cutting out all the (often meaningless) academic buzzwords and presenting the core areas of PR practice in a very accessible way. Haywood obviously realises that much of PR work is about rule of thumb - how you can act in practice rather than what PR theory you know - and introduces the reader to the various scenarios a practitioner can encounter through the use of anecdotes, rather than lengthy case studies.

The result is an easy yet highly educating book, which is a must for anyone who works in public relations, no matter how much experience they think they've got. It certainly has pride of place in my office.