Manage Your Reputation: How to Plan Public Relations to Build & Protect the Organization's Most Powerful AssetKogan 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. |
Dentro del libro
Resultados 1-5 de 95
Página
Lo sentimos, el contenido de esta página está restringido..
Lo sentimos, el contenido de esta página está restringido..
Página v
... public relations business The essence of reputation as perceived by the publics 7 ; A study of public relations 9 ; Attitude : a vital factor in all decisions 10 ; Goodwill can be a powerful bonus 11 ; Try the ' pub test ' 12 ; Defining ...
... public relations business The essence of reputation as perceived by the publics 7 ; A study of public relations 9 ; Attitude : a vital factor in all decisions 10 ; Goodwill can be a powerful bonus 11 ; Try the ' pub test ' 12 ; Defining ...
Página vi
... public relations that will achieve real advances Setting objectives 65 ; Understand the other point of view 70 ... public relations effectiveness Set some appraisal parameters 92 ; Media relations and coverage 95 ; Public relations and ...
... public relations that will achieve real advances Setting objectives 65 ; Understand the other point of view 70 ... public relations effectiveness Set some appraisal parameters 92 ; Media relations and coverage 95 ; Public relations and ...
Página vii
... public relations strengths as insurance 118 ; Leading marketing with public relations 119 ; Condition the market through communications 120 ; Get public relations and advertising together 121 ; Control the marketing specialists 121 ...
... public relations strengths as insurance 118 ; Leading marketing with public relations 119 ; Condition the market through communications 120 ; Get public relations and advertising together 121 ; Control the marketing specialists 121 ...
Página viii
How to Plan Public Relations to Build & Protect the Organization's Most Powerful Asset Roger Haywood. Build loyalty : you may need it 186 ; The annual report 189 ; Corporate messages must be credible 189 ; Corporate social responsibility ...
How to Plan Public Relations to Build & Protect the Organization's Most Powerful Asset Roger Haywood. Build loyalty : you may need it 186 ; The annual report 189 ; Corporate messages must be credible 189 ; Corporate social responsibility ...
Contenido
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 |
273 | |
Términos y frases comunes
achieve activities advertising agreed aims appraisal areas asked attitudes audiences awareness Barnardo's brand brief British Airways budget Cadbury-Schweppes campaign cations cent chairman chief executive client communications company's competition consultancy corporate reputation corporate social responsibility coverage create credibility crisis customers decisions developed director discussion Dreamflight effective Electrolux employees ensure European European Parliament example factor goodwill groups identify impact important industry Institute of Directors InsurCo interest interview investment investor involved issues audit Johnson & Johnson journalist Kwik-Fit legislation listening major marketing measure ment messages NASCAR objectives operations organization person personnel positive potential PR Week presented problems product recall profes public relations adviser public relations professional public relations programme radio rela relevant responsibility role Sainsbury's sector shareholders skills Sodastream specialists staff story success television tions tive trade understanding views
Referencias a este libro
Proceedings of the 7th European Conference on Research Methodology for ... Sin vista previa disponible - 2008 |