Winning Reputations: How To Be Your Own Spin Doctor

by C. Genasi

Overview

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.

Product Details

ISBN-13:	9780333963654
Publisher:	Palgrave Macmillan UK
Publication date:	10/12/2001
Edition description:	2002
Pages:	192
Product dimensions:	6.10(w) x 9.25(h) x 0.02(d)

About the Author

CHRIS GENASI is Director of Strategy of Weber Shandwick International, one of the biggest PR companies in the world. He has particular expertise in Communication Strategy Development, Internal Culture Change Programmes, Issues Management, Corporate Media Relations, Opinion Former Communications and Corporate Citizenship Activity. His specialism is the management of corporate reputation and he has advised several leading multinational companies including Nestle, Lever Brothers, Toyota Motor Corporation, Castrol, BP, Allied Domecq, Courtaulds Fibres, Rolls-Royce Motor Cars and BT.

Table of Contents

A Good Reputation is Worth Fighting For Mastering Your Reputation: the First Small Steps Reputation as the New Religion: the Powers Behind the Movement Your Reputation Architecture: a Blueprint for a Winning Reputation You are Your PR: Living out Your Reputation Reputation as Performance Art What the Reputation Consultants Say... and Don't Say The New e-Economy and What it Means for those Building a Winning Reputation Spreading Your Gospel: How to Turn Your Employees Into Your Biggest Fans Winning Reputation Case Studies: Learning From the Best

Editorial 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

From the Publisher

More media outlets, instant access to information and growing consumer affluence make it crucial for companies to focus on the face they present to the public, argues Genasi, a public relations consultant at Weber Shandwick specializing in brand communication. Here, he explores the ways companies can successfully enhance their image and weather PR crises. "There is a burgeoning, insatiable, world-wide demand for organizations to behave themselves and promote their activities in a transparent, engaging way," he insists. To accomplish this, Genasi offers a variety of strategies, tutoring readers on "speaking in headlines," finding an effective PR consultant and building a user-friendly Web site. He illustrates his points with case studies of major companies. For example, when the Body Shop of Canada was launching a new product using hemp, the company had to prepare for the possibility that the government might withdraw approval of the product at the 11th hour. With the help of a media education campaign, the Body Shop turned the suspenseful uncertainty into a news story. In Kenya, Coca-Cola was trying to gain market share for Sprite; the company orchestrated "SpriteBall," a nationwide series of basketball competitions that spread word of the product. Many of Genasi's examples are, in fact, from overseas, which may limit the book's appeal in the U.S. Still, it's a good introduction for new public relations managers or entrepreneurs. (Mar. 25) Copyright 2001 Cahners Business Information.

Publishers Weekly

The author of Corporate Community Investment: How To Make Your Business Profitably Popular, Genasi presents an informative title on the importance of protecting one's reputation, whether individually or as a corporation. A leading public relations consultant for several international firms, Genasi is employed by Weber, Shandwick and works mainly in the areas of corporate and brand communications strategy as well as corporate social responsibility. Here, he states that constant efforts must be made to maintain a firm's reputation, one of the most valuable assets it has, and he provides useful models and checklists for business managers. Of the various aspects of the development and maintenance of reputation, he particularly delves into the stresses created by the quick-moving and gossipy Internet, where reputations can change in a flash. There are many case studies and illustrations of techniques of reputation management, protection, and "measurement," as well as a selected bibliography and index. This title should be considered for purchase by corporate and large public libraries. Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA Copyright 2002 Cahners Business Information.

Library Journal

Public relations consultant Genasi offers advice to organizations on public relations and reputation management. He presents checklists and case studies on building and maintaining good public relations campaigns. He also discusses the considerations a business should have in dealing with public relations professionals. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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