The Key to Successful Public Relations and Corporate Communication
Routledge – 2006 – 456 pages
Reputation management is the most important theme in corporate and organizational communication today. Leading corporate communicators and educators John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. Heads of government and non-profit agencies don't do much better managing the reputation asset, as recent scandals demonstrate. Yet, when leaders get reputation right over the long term, they follow certain principles, like the ones described here for the first time by Joe Hardy, one of the world's most successful builders.
This book is a how-to guide for professionals and students in public relations and corporate communication, as well as for CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units (media relations, employee communication, government relations, and investor relations, for example), the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors--and it is this rare book that focuses on practical solutions. Each chapter is fleshed out with real-world experience by the authors and their 25 contributors, including Lynn Appelbaum, The City College of New York; Gail Belmuth, International Flavors & Fragrances, Inc.; Kenneth Berkowitz, Healthcare Marketing and Communications Council; Roberta Bowman, Duke Energy Carolinas (formerly, Duke Power); Sandra Boyette, Wake Forest University; Andrea Coville and Ray Thomas, Brodeur; Lou Capozzi, Publicis; Steve Doyal, Hallmark; Anthony Ewing, Logos Consulting Group; Ed Ingle, Microsoft Corporation; James Lukaszewski, The Lukaszewski Group; Tim McMahon, McMahon Marketing; and Judy Voss, the Public Relations Society of America.
"I have over 25 years of experience in PR, but I still constantly seek ways to enhance my skills. When dealing with my firm’s corporate clients, Reputation Management is a book I continually look to for guidance."
-Reviewed in PR Week Career Guide by Kim L. Hunter, founder and president/CEO of Lagrant Communications
"Reputation is an organization's most priceless asset, but most firms treat it as something that just happens when you're successful. Reputation Management doesn't preach. It provides you with powerful tools to understand, value, manage, and measure your reputation. While many reputation gurus ignore the importance of ethics, this book gives ethics an up-front chapter of its own. Reading the book, I couldn't help but wonder if Enron and many other firms devastated by scandals would be around today if their caretakers read Reputation Management and took its contents seriously."
-Randall Poe, Executive Director, Communications, The Conference Board
"Presented in conversational style, this book is a storehouse of state-of-the-art information on a range of topics relevant to public relations. This book also effectively blends scholarly and professional perspectives based on decades of experience at the
highest levels of public relations practice. Professors John Doorley and Fred Garcia and their impressive list of contributing authors deserve kudos for offering the invaluable information contained in the book. A must read for advanced undergraduate and graduate students as well as public relations practitioners."
-Krishnamurthy Sriramesh, Associate Professor, Nanyang Technological University, Singapore, and winner of the prestigious Pathfinder Award from the Institute for Public Relations
About the Authors
About the Contributors
1. Reputation Management
2. Ethics and Communication
3. Media Relations
4. New Media by Andrea Coville and Ray Thomas
5. Employee Communication by the Authors with Significant Contributions by Jeff Grimshaw
6. Government Relations by Ed Ingle
7. Community Relations
8. Investor Relations
9. Global Corporate Communication by Lynn Appelbaum and Gail S. Belmuth
10. Integrated Communication by Tim McMahon
11. Issues Management
12. Crisis Communication
13. Corporate Responsibility by Anthony Ewing
14. Challenges and Opportunities in Public Relations and Corporate and Organizational Communication
John Doorley, an expert in reputation management and former head of corporate communications for Merck & Co. Inc., is academic director and clinical assistant professor of the M.S. in Public Relations and Corporate Communications program at New York University.
Helio Fred Garcia is the founder and president of Logos Consulting Group. He is an adjunct professor of management in the Executive MBA program at New York University's Stern School of Business and teaches communication ethics, law, and strategy in NYU's M.S. in Public Relations and Corporate Communication program. He is the author of the two-volume book Crisis Communications.