Corporate Reputation the Brand & the Bottom Line

"Roger Haywood is one of the practitioners who have set the standards that the industry must follow. This is a must read." -Sandy Scott, Director General, the Chartered Insurance Institut e 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. "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

basic principles. board policy. managing the function. objectives. appraisal. marketing. employees. public affairs. corporate/investor relations. issues and crisis planning. personal skills.