More than ever before, an organization's image and the image of its key decision-makers plays a major role in the success of that organization. The Co-operative Bank's recent advertising campaign which communicated its ethical stance on not investing in environmentally or morally unsound projects is one example of this heightened image awareness. Roger Haywood's book shows that business and business relationships are all about the light communication and this should not be left to chance. Public relations should be managed in the same way as any other valuable asset - with objectives, strategy, planning., control and appraisal of performance. This initiative needs to be lead from the top and this book is aimed at making chief and senior executives use the potential of their reputation to release business success. Includes interviews with chief executives and senior business people such as Lord Hanson, Sir Adrian Cadbury, Sir Denys Henderson (chairman, ICI). Explains the strategic aspects of public relations- what it can and cannot do, how it relates to marketing and advertising.

Managing Your Reputation: How to Plan and Run Communications Programmes That Win Friends and Build Success

Business & Money

Haywood, Roger

Management & Leadership

McGraw-Hill Book Co Ltd

<p>Public relations can make or break a company. A well-planned campaign can multiply marketing effectiveness, whilst badly managed public relations can destroy products...or even close companies! An experienced professional in the field of business communications, Roger Haywood shows how to improve marketing effectiveness through good public relations. Eminently practical, it provides numerous checklists and countless business examples - a 'must-read' book for any professional or student of marketing or public relations.</p>

Public Relations for Marketing Professionals (Studies in Public Relations)

Marketing & Sales

Palgrave

* New global cases and candid comment from top executives

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

Kogan Page Business Books

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Books by Haywood, Roger