http://worldcat.org/entity/work/id/793968997

Corporate Reputation, The Brand and the Bottom Line: Powerful Proven Communication Strategies for Maximizing Value

All organizations must manage their public relations (PR) with intelligence and integrity if they are to safeguard their reputation. Corporate Reputation, the Brand and the Bottom Line draws on real-life experience to give the reader clear guidance on how to plan, promote and implement effective PR programmes. It also examines the concept of the corporate reputation acting as an umbrella across brand reputations. There is practical advice on how to: avoid disasters; set easily understandable objectives; win favourable media coverage; control the cost of a programme; measure results; recruit the right people.

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