Corporate Reputation, the Brand & the Bottom Line: Powerful Proven Communication Strategies for Maximizing Value

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Kogan Page, 2005 - Business & Economics - 320 pages
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"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.

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About the author (2005)

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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