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Winning Reputations : How to Be Your Own Spin Doctor - Chris Genasi

Winning Reputations

How to Be Your Own Spin Doctor

Paperback Published: 12th October 2001
ISBN: 9780333963654
Number Of Pages: 208

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"Winning Reputations: How to Be Your Own Spin Doctor" provides practical advice on how to manage your personal PR, in order to develop your career, promote your business, or cary out campaigns for change. It focuses upon reputation as the key to world-class individuals, companies, and great brands, and includes many compelling examples and cases, as well as a toolkit and a plan for building one.

'...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

List of figuresp. ix
List of tablesp. x
Forewordp. xi
Acknowledgementsp. xiii
A good reputation is worth fighting forp. 1
Rocket-fuelled reputation driversp. 3
The rights and responsibilities of reputation buildersp. 7
Mastering your reputation: the first small stepsp. 19
Reputation as the new religion: the powers behind the movementp. 29
Beginning the journey to a winning reputationp. 29
Whose reputation is it anyway?p. 31
Your reputation architecture: a blueprint for a winning reputationp. 51
Engineering a healthy PR genomep. 52
Five key stages of the reputation architecture blueprintp. 53
Surveying the terrainp. 54
Sketching the finished buildingp. 56
Safe foundationsp. 69
Structural strengthp. 76
Ongoing maintenancep. 83
You are your PR: living out your reputationp. 86
Becoming a micro celebrityp. 89
Working out your key messagesp. 90
Assembling a message delivery kit for a winning reputationp. 96
A personal winning reputation plan you can stick top. 100
Reputation as performance artp. 104
Working backwards to reputationp. 105
Sound bites--speaking in headlinesp. 105
Reach out when you speak outp. 106
Top propsp. 108
Surprise others by surprising yourselfp. 110
The grand gesturep. 111
Symbolsp. 112
What the reputation consultants say ... and don't sayp. 113
Getting best value from PR consultantsp. 116
When to turn within and when to turn withoutp. 118
Extracting the most from your dream consultantp. 120
The consultants' advice on consultantsp. 122
What makes a great PR guru?p. 125
The new e-economy: what it means for those building a winning reputationp. 128
Internet-notsp. 130
Media meltdownp. 132
Your online information servicep. 134
Making the trip worthwhilep. 137
Sales/lead generationp. 138
Internal communicationsp. 138
Opinion former/stakeholder communicationsp. 139
Content, content, contentp. 139
Visual connectionsp. 140
Online issues and crisis managementp. 141
Chat room etiquettep. 145
The dark side of the boomp. 146
The new frontier with the old rules--getting startedp. 146
Spreading your gospel: how to turn your employees into your biggest fansp. 148
Three steps to turning your employees into evangelistsp. 150
The symbiotic relationship between PR and HRp. 151
Creating an employee communications campaignp. 153
Workers of the world unite ... into market segmentsp. 155
Blurred visions and missionsp. 155
Putting on a show for the troopsp. 157
Winning reputation case studies: learning from the bestp. 160
Recommended further readingp. 192
Indexp. 193
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780333963654
ISBN-10: 0333963652
Series: Palgrave Business
Audience: General
Format: Paperback
Language: English
Number Of Pages: 208
Published: 12th October 2001
Publisher: Palgrave Macmillan
Country of Publication: GB
Dimensions (cm): 23.42 x 15.95  x 1.19
Weight (kg): 0.32
Edition Number: 1