Overview

All organizations must manage their public relations (PR) with intelligence and integrity if they are to safeguard their reputation. Corporate Reputation, the Brand and the Bottom Line draws on real-life experience to give the reader clear guidance on how to plan, promote and implement effective PR programmes. It also examines the concept of the corporate reputation acting as an umbrella across brand reputations. There is practical advice on how to: avoid disasters; set easily understandable objectives; win favourable media coverage; control the cost of a programme; measure results; recruit the right people.

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9780749444082

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Reviews

""in an era where mismanagement can be disastrous for a brand, an enhanced, forward-looking public relations strategy can be part of a long-term solution that benefits the business in all ways."" media week ""a treasure trove of tips to defend and develop your company's reputation, build trust in your brands, and improve your bottom line."" the marketer ""an informative guide to successful corporate image and branding."" www.kirkusreviews.com ""haywood's value proposition for the reader is a comprehensive review of the whole business of managing reputations, from basic principles to tactical implementation."" argent ""practical advice on how to avoid disasters, set comprehensive objectivities, measure the effectiveness of reputation management, win favourable media coverage and control the cost of a programme."" european foundation for management development ""this book convinces one that reputation matters immensely. it also suggests practical ways to set reputation policies and to implement them to the benefit of the organisation, all stakeholders and the world in which we live...a really good read."" business executive ""an honest analysis of the current state of the pr profession."" manager

in an era where mismanagement can be disastrous for a brand, an enhanced, forward-looking public relations strategy can be part of a long-term solution that benefits the business in all ways. media week a treasure trove of tips to defend and develop your company's reputation, build trust in your brands, and improve your bottom line. the marketer an informative guide to successful corporate image and branding. www.kirkusreviews.com haywood's value proposition for the reader is a comprehensive review of the whole business of managing reputations, from basic principles to tactical implementation. argent practical advice on how to avoid disasters, set comprehensive objectivities, measure the effectiveness of reputation management, win favourable media coverage and control the cost of a programme. european foundation for management development this book convinces one that reputation matters immensely. it also suggests practical ways to set reputation policies and to implement them to the benefit of the organisation, all stakeholders and the world in which we live...a really good read. business executive an honest analysis of the current state of the pr profession. manager

Author Information

Roger Haywood 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 CIM and President of the IPR. He pioneered the concept of Issues Analysis.

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