Manage Your Reputation : How to Plan Public Relations to Build & Protect the Organization's Most Power Asset (2ND)

Manage Your Reputation : How to Plan Public Relations to Build & Protect the Organization's Most Power Asset (2ND)

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  • 製本 Hardcover:ハードカバー版/ページ数 272 p.
  • 言語 ENG
  • 商品コード 9780749437947
  • DDC分類 659.2

Full 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.

Table of Contents

Foreword                                           ix
Acknowledgements xi
Introduction 1 (6)
Basic principles 7 (17)
Understand this public relations
business
The essence of reputation as perceived by 7 (2)
the publics
A study of public relations 9 (1)
Attitude: a vital factor in all decisions 10 (1)
Goodwill can be a powerful bonus 11 (1)
Try the `pub test' 12 (1)
Defining public relations 13 (1)
Public relations policy 14 (2)
The manager and communications 16 (1)
The requirements of communications 17 (1)
Case study: Redirecting a skilled 18 (1)
workforce
The use of skilled professionals 19 (2)
Some observations, in summary 21 (3)
Board policy 24 (17)
Win a good reputation through action
from the top
Determining communications 24 (1)
responsibilities
Review corporate communications at board 25 (2)
level
Companies get the support they deserve 27 (2)
The company reputation is everyone's 29 (2)
responsibility
Directors and the communications policy 31 (1)
Put your reputation on the agenda 31 (2)
Public relations is more than insurance 33 (2)
Do nothing to compromise integrity 35 (1)
Case study: Building a business of 36 (3)
integrity
Some observations, in summary 39 (2)
Managing the function 41 (24)
Manage your communications investment
Developing the brief 41 (2)
Develop a written plan 43 (2)
Listen to advice 45 (1)
Your management should be tough, but fair 46 (2)
Buy the best person you can afford 48 (6)
The selection process 54 (4)
Begin with a cooperative team spirit 58 (1)
Case study: Integrating community and 59 (3)
charity activities with marketing and
corporate
Some observations, in summary 62 (3)
Objectives 65 (27)
Plan public relations that will achieve
real advances
Setting objectives 65 (5)
Understand the other point of view 70 (1)
Choose your words carefully 71 (3)
Encourage advice you do not want to hear 74 (2)
Learn how to get true responses 76 (1)
Check observations against evidence 77 (1)
Creativity requires discipline 78 (1)
Aims and objectives are not the same 79 (4)
Issues analysis 83 (2)
The role of research 85 (2)
Investigation: formal and informal 87 (2)
Case study: Research can identify 89 (1)
management and communications problems
Some observations, in summary 90 (2)
Appraisal 92 (17)
Measure the public relations
effectiveness
Set some appraisal parameters 92 (3)
Media relations and coverage 95 (3)
Public relations and management 98 (2)
Measuring the effectiveness of public 100(3)
relations
Use the appraisal for future planning 103(1)
Analyse competitive public relations 104(2)
activity
Report to all involved in the programme 106(1)
Some observations, in summary 106(3)
Marketing 109(18)
Make public relations work closely with
marketing
The board's key decision 109(1)
Reputation: a central aim of marketing 110(1)
Public relations versus marketing 111(1)
Use marketing to build tangible asset 112(1)
value
The value of brand marketing 112(4)
Target corporate audiences with brand 116(1)
marketing
Marketing promotion versus corporate 116(1)
projection
Using brands to project corporate values 117(1)
Develop public relations strengths as 118(1)
insurance
Leading marketing with public relations 119(1)
Condition the market through 120(1)
communications
Get public relations and advertising 121(1)
together
Control the marketing specialists 121(1)
Advertising versus public relations 122(1)
personnel
Case study: Creating major sales increase 123(1)
Some observations, in summary 124(3)
Employees 127(28)
Mobilize a vast volunteer army of
goodwill ambassadors
Employees and public relations 127(3)
Start by listening 130(2)
Use information to enlighten, not drown 132(3)
Employees as corporate ambassadors 135(3)
Make information believable and consistent 138(1)
Internal communications 139(1)
Present the policy to ensure commitment 140(1)
Train everyone in communications skills 141(3)
Face-to-face communications are best 144(6)
Case study: Reinforcing face-to-face 150(2)
discussion
Some observations, in summary 152(3)
Public affairs 155(17)
Set the agenda for legislators and
opinion leaders
Public affairs at the heart of public 155(2)
relations
Making a submission in the legislative 157(7)
process
Focus your efforts for an effective 164(6)
European buy
Some observations, in summary 170(2)
Corporate/investor relations 172(31)
Build a corporate reputation that
becomes the company
Coordinating financial and corporate 172(1)
relations
Corporate public relations 173(2)
Reputation and investor relations 175(1)
Management must back corporate messages 176(1)
Building the corporate programme 177(1)
Building strong corporate relations 178(1)
Creating investor relations 179(2)
Projecting the management capabilities 181(2)
Appointing a public relations adviser 183(1)
Project consistent messages 184(1)
Plan for all contingencies 185(1)
Build loyalty: you may need it 186(3)
The annual report 189(1)
Corporate messages must be credible 189(1)
Corporate social responsibility 190(1)
Case study: Setting criteria for 191(9)
community relations
Some observations, in summary 200(3)
Issues and crisis planning 203(31)
Use issues management to build your
reputation insurance
Plan to protect your reputation 203(1)
Framework for issues management 204(3)
The platform for relationship development 207(1)
The nature of issues 208(3)
Identifying possible issues 211(1)
Processes for the audit 212(3)
Create advantage from the opportunities 215(1)
Identifying potential opportunities 216(1)
Preparing for possible crises 217(3)
Establishing a crisis management team 220(2)
Making personnel aware of their 222(1)
responsibilities
The emergency role of senior personnel 223(2)
The speed of the media 225(1)
Subjective comment can cause irreparable 226(1)
damage
Check procedures with realistic tests 227(2)
Case study: Testing the emergency media 229(1)
procedures
Some observations, in summary 230(4)
Personal skills 234(27)
Develop your own expertise to
communicate effectively
Establish honest media relations 234(1)
Conveying the key message 235(1)
Always tell the truth 236(3)
Listen before speaking 239(1)
Test your conversational investigative 240(1)
skills
Practise and extend your media skills 241(2)
Look for programme opportunities for your 243(1)
organization
Consider the journalist's point of view 244(4)
Learn some practical media skills 248(3)
Radio and television techniques 251(5)
Plan your interview 256(2)
Case study: Making the company behave 258(3)
properly
Appendix 1: Guidelines for developing an 261(6)
effective public relations structure
Appendix 2: Useful organizations 267(6)
Index 273