Winning Reputations

How to Be Your Own Spin Doctor

By: Chris Genasi

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Paperback | 1 March 2002 | Edition Number 1

At a Glance

Paperback
212 Pages

Dimensions(cm)
22.86 x 15.88 x 1.27

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This book provides practical advice from the Chief Executive of one of the biggest PR firms in the world on how to manage your personal PR. Explaining how to develop your career, promote your business or carry out campaigns for change he focuses upon reputation as the key to world class individuals, companies and great brands. Including many compelling examples and cases the book includes a toolkit and practical plans for doing this for yourself.

Industry Reviews

'...a good introduction for new public relations managers or entrepreneurs.' - Publishers Weekly

'Winning Reputations is a real winner...It provides valuable insight about reputation management from a leading practitioner working on the front lines with some of the world's top companies.' - Professor Charles J. Fombrun, Executive Director, Reputation Institute, Leonard N. Stern School of Business, New York University

'A comprehensive and persuasive tour of the issues facing communications professionals in the new era.' - Peter Hehir, Former Chairman of Porter Novelli International

'Sharp; well-focused; truly international - and takes the mystery out of spin.' - Colin Farrington, Director General, The Institute of Public Relations

'This book shows how reputation promotion can lead to corporate responsibility not just self-aggrandizement.' - Kate Nicholas, Editor, PR Week

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Public Relations Economics Self-Help, Personal Development & Practical Advice Advice on Careers & Achieving Success Business Communication & Presentation Management & Management Techniques Society & Culture Media Studies

List of figures	p. ix
List of tables	p. x
Foreword	p. xi
Acknowledgements	p. xiii
A good reputation is worth fighting for	p. 1
Rocket-fuelled reputation drivers	p. 3
The rights and responsibilities of reputation builders	p. 7
Mastering your reputation: the first small steps	p. 19
Reputation as the new religion: the powers behind the movement	p. 29
Beginning the journey to a winning reputation	p. 29
Whose reputation is it anyway?	p. 31
Your reputation architecture: a blueprint for a winning reputation	p. 51
Engineering a healthy PR genome	p. 52
Five key stages of the reputation architecture blueprint	p. 53
Surveying the terrain	p. 54
Sketching the finished building	p. 56
Safe foundations	p. 69
Structural strength	p. 76
Ongoing maintenance	p. 83
You are your PR: living out your reputation	p. 86
Becoming a micro celebrity	p. 89
Working out your key messages	p. 90
Assembling a message delivery kit for a winning reputation	p. 96
A personal winning reputation plan you can stick to	p. 100
Reputation as performance art	p. 104
Working backwards to reputation	p. 105
Sound bites--speaking in headlines	p. 105
Reach out when you speak out	p. 106
Top props	p. 108
Surprise others by surprising yourself	p. 110
The grand gesture	p. 111
Symbols	p. 112
What the reputation consultants say ... and don't say	p. 113
Getting best value from PR consultants	p. 116
When to turn within and when to turn without	p. 118
Extracting the most from your dream consultant	p. 120
The consultants' advice on consultants	p. 122
What makes a great PR guru?	p. 125
The new e-economy: what it means for those building a winning reputation	p. 128
Internet-nots	p. 130
Media meltdown	p. 132
Your online information service	p. 134
Making the trip worthwhile	p. 137
Sales/lead generation	p. 138
Internal communications	p. 138
Opinion former/stakeholder communications	p. 139
Content, content, content	p. 139
Visual connections	p. 140
Online issues and crisis management	p. 141
Chat room etiquette	p. 145
The dark side of the boom	p. 146
The new frontier with the old rules--getting started	p. 146
Spreading your gospel: how to turn your employees into your biggest fans	p. 148
Three steps to turning your employees into evangelists	p. 150
The symbiotic relationship between PR and HR	p. 151
Creating an employee communications campaign	p. 153
Workers of the world unite ... into market segments	p. 155
Blurred visions and missions	p. 155
Putting on a show for the troops	p. 157
Winning reputation case studies: learning from the best	p. 160
Recommended further reading	p. 192
Index	p. 193
Table of Contents provided by Syndetics. All Rights Reserved.

Winning Reputations

How to Be Your Own Spin Doctor

At a Glance

Paperback

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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