Winning reputations: how to be your own spin doctor
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke
Palgrave
2002
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 194 S. Ill. |
| ISBN: | 0333963652 |
Internformat
MARC
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| 100 | 1 | |a Genasi, Chris |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Winning reputations |b how to be your own spin doctor |c by Chris Genasi |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke |b Palgrave |c 2002 | |
| 300 | |a XIII, 194 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 7 | |a Blagovne znamke - Management |2 ssg | |
| 650 | 7 | |a Korporacije - Odnosi z javnostmi |2 ssg | |
| 650 | 4 | |a Corporate image | |
| 650 | 4 | |a Corporations |x Public relations | |
| 650 | 4 | |a Issues management | |
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Datensatz im Suchindex
| _version_ | 1804128760964841472 |
|---|---|
| adam_text | Contents
list of figures ix
List of tables x
Foreword xi
Acknowledgements xiii
Chapter I A good reputation is worth fighting for I
Rocket fuelled reputation drivers 3
The rights and responsibilities of reputation builders 7
Chapter 2 Mastering your reputation: the first small steps 19
Chapter 3 Reputation as the new religion: the powers behind
the movement 29
Beginning the journey to a winning reputation 29
Whose reputation is it anyway? 31
Chapter 4 Your reputation architecture: a blueprint for
a winning reputation 51
Engineering a healthy PR genome 52
Five key stages of the reputation architecture blueprint 53
Stage I: surveying the terrain 54
Stage 2: sketching the finished building 56
Stage 3: safe foundations 69
Stage 4: structural strength 76
Stage 5: ongoing maintenance 83
Chapter 5 You are your PR: living out your reputation 86
Becoming a micro celebrity 89
Working out your key messages 90
Assembling a message delivery kit for a winning reputation 96
A personal winning reputation plan you can stick to 100
Chapter 6 Reputation as performance art 104
Working backwards to reputation 105
Sound bites speaking in headlines 105
Reach out when you speak out 106
Top props 108
vii
vMi Contents
Surprise others by surprising yourself I 10
The grand gesture
Symbols 2
Chapter 7 What the reputation consultants say ... and
don t say 113
Getting best value from PR consultants I 16
When to turn within and when to turn without I 18
Extracting the most from your dream consultant 120
The consultants advice on consultants 122
What makes a great PR guru? 25
Chapter 8 The new e economy: what it means for those
building a winning reputation 128
Internet nots 30
Media meltdown 32
Your online information service 34
Making the trip worthwhile 37
Sales/lead generation 138
Internal communications 38
Opinion former/stakeholder communications 139
Content, content, content 39
Visual connections 40
Online issues and crisis management 41
Chat room etiquette 45
The dark side of the boom 46
The new frontier with the old rules getting started 146
Chapter 9 Spreading your gospel: how to turn your
employees into your biggest fans 48
Three steps to turning your employees into evangelists 50
The symbiotic relationship between PR and HR 51
Creating an employee communications campaign 53
Workers of the world unite ... into market segments 55
Blurred visions and missions 5 1
Putting on a show for the troops
Chapter 10 Winning reputation case studies: learning from
the best 160
Recommended further reading ^2
Index. 193
List of figures
3.1 Converging stakeholder interests 33
3.2 Consumers becoming corporate — results of research in France 40
3.3 Consumers becoming corporate — results of research in Germany 41
3.4 Consumers becoming corporate results of research in Australia 42
3.5 Consumers becoming corporate results of research in Singapore 43
3.6 Consumers becoming corporate results of research in the USA 44
4.1 The PR genome 53
4.2 Attributes and drivers of reputation 60
4.3 The reputation ladder 68
4.4 Joined up reputation flow 77
4.5 The audience/activity checker 78
4.6 Joined up PR 79
5.1 Message mapping: master messages and trident messages 92
5.2 Message mapping: master messages, trident messages and killer facts 93
5.3 Message mapping flow chart 95
ix
List of tables
3.1 Who matters to your business? 37
3.2 How stakeholders are converging 45
4.1 Five stages of the reputation architecture blueprint 54
4.2 Fortune, the Financial Times and Management Today corporate
reputation criteria 58
4.3 Reputation scorecard example 61
4.4 Criteria for judging companies 62
4.5 Reputation scorecard with stretch goals 63
4.6 Typical PR work plan 80
4.7 The five stages of the reputation architecture blueprint 85
5.1 PR action plan for Mytown 102
7.1 The consultants view: what makes a good client? 123
7.2 What makes a great PR guru? 126
|
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| indexdate | 2024-07-09T18:54:22Z |
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| isbn | 0333963652 |
| language | English |
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| spelling | Genasi, Chris Verfasser aut Winning reputations how to be your own spin doctor by Chris Genasi 1. publ. Basingstoke Palgrave 2002 XIII, 194 S. Ill. txt rdacontent n rdamedia nc rdacarrier Blagovne znamke - Management ssg Korporacije - Odnosi z javnostmi ssg Corporate image Corporations Public relations Issues management Image (DE-588)4026574-2 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Image (DE-588)4026574-2 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009522656&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Genasi, Chris Winning reputations how to be your own spin doctor Blagovne znamke - Management ssg Korporacije - Odnosi z javnostmi ssg Corporate image Corporations Public relations Issues management Image (DE-588)4026574-2 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4026574-2 (DE-588)4061963-1 |
| title | Winning reputations how to be your own spin doctor |
| title_auth | Winning reputations how to be your own spin doctor |
| title_exact_search | Winning reputations how to be your own spin doctor |
| title_full | Winning reputations how to be your own spin doctor by Chris Genasi |
| title_fullStr | Winning reputations how to be your own spin doctor by Chris Genasi |
| title_full_unstemmed | Winning reputations how to be your own spin doctor by Chris Genasi |
| title_short | Winning reputations |
| title_sort | winning reputations how to be your own spin doctor |
| title_sub | how to be your own spin doctor |
| topic | Blagovne znamke - Management ssg Korporacije - Odnosi z javnostmi ssg Corporate image Corporations Public relations Issues management Image (DE-588)4026574-2 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Blagovne znamke - Management Korporacije - Odnosi z javnostmi Corporate image Corporations Public relations Issues management Image Unternehmen |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009522656&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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