How to Manage Your Global Reputation : A Guide to the Dynamics of International Public Relations

Résumé : This is an updated and revised edition of the author's successful and ground-breaking book on international public relations and global reputation. Michael Morley provides a comprehensive overview to protecting and promoting your global reputation. With fresh case studies illustrating best and worst practice, he explains why protecting your corporate reputation makes a vital contribution to the survival and success of the corporation Cover......Page 1 Contents......Page 6 Preface......Page 8 Acknowledgements......Page 10 Foreword......Page 12 1 The global village – it’s here......Page 14 2 Corporate reputation......Page 23 3 Corporate reputation management......Page 30 4 The global voice......Page 41 5 Think global, act local......Page 48 6 The barriers......Page 56 7 The specialization of international public relations......Page 68 8 Issues identification and management......Page 94 9 Crisis and catastrophe communications......Page 107 10 Public affairs......Page 138 11 Sponsorship? Philanthropy? Or promotion?......Page 152 12 The Internet: medium, message, PR tool, manager......Page 173 13 The infrastructure of your organization......Page 189 14 The public relations agency......Page 205 15 Research......Page 217 B......Page 231 C......Page 232 E......Page 233 H......Page 234 K......Page 235 M......Page 236 P......Page 237 S......Page 238 T......Page 239 W......Page 240 Z......Page 241 In This Comprehensive Book On Global Public Relations, Long-time International Practitioner Michael Morley Pulls The Curtain Back On How Pr Actually Works, Why It Makes A Vital Contribution To The Dissemination Of Useful Information, And How It Guards Corporate Reputation - The Crown Jewel Of Any Company.--jacket. 1. Global Village -- It's Here -- 2. Corporate Reputation -- 3. Corporate Reputation Management -- 4. Global Voice -- 5. Think Global, Act Local -- 6. Barriers -- 7. Specialization Of International Public Relations -- 8. Issues Identification And Management -- 9. Crisis And Catastrophe Communications -- 10. Public Affairs -- 11. Sponsorship? Philanthropy? Or Promotion? -- 12. Infrastructure Of Your Organization -- 13. Public Relations Agency -- 14. Research. Michael Morley. Includes Index. Résumé : This is an updated and revised edition of the author's successful and ground-breaking book on international public relations and global reputation. Michael Morley provides a comprehensive overview to protecting and promoting your global reputation. With fresh case studies illustrating best and worst practice, he explains why protecting your corporate reputation makes a vital contribution to the survival and success of the corporation This is an updated and revised edition of the author's successful and ground breaking book on international public relations and global reputation. Michael Morley has counselled clients of the world's largest corporations. This book shows how to achieve a global reputation and why this makes a vital contribution to the survival and success of the corporation. Discusses the evolution of international public relations practice from its early use to the communications practices of global corporations today. This book includes the strategies and programmes of some of the world's prominent organizations, and the barriers to international public relations. This updated and revised volume shows how to achieve a global reputation, and why this makes a vital contribution to the survival and success of the corporation