How to Manage Your Global Reputation A Guide to the Dynamics of Inte
This is an updated and revised edition of the author's successful and ground breaking book on international public relations and global reputation. Michael Morley has counselled clients of the world's largest corporations. This book shows how to achieve a
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Michael Morley
How to Manage Your Global Reputation
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HOW TO MANAGE YOUR GLOBAL REPUTATION A Guide to the Dynamics of International Public Relations
by
Michael Morley
© Michael Morley 1998, 2002 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published in hardcover 1998 First published in paperback 2002 by PALGRAVE Houndmills, Basingstoke, Hampshire RG21 6XS and 175 Fifth Avenue, New York, N.Y. 10010 Companies and representatives throughout the world PALGRAVE is the new global academic imprint of St Martin’s Press LLC Scholarly and Reference Division and Palgrave Publishers Ltd (formerly Macmillan Press Ltd).
ISBN 978-0-333-98777-3 ISBN 978-0-230-51219-1 (eBook) DOI 10.1057/9780230512191 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Morley, Michael. How to manage your global reputation : a guide to the dynamics of international public relations / Michael Morley. p. cm. Includes index. ISBN 978-0-8147-5616-4 1. Public relations––Corporations. I. Title. HD59.M64 1998 659.2'89––dc21 98–13360 CIP 10 9 8 7 6 5 4 3 2 1 11 10 09 08 07 06 05 04 03 02
Contents
Preface
vii
Acknowledgements
ix
Foreword
xi
1
The global village – it’s here
1
2
Corporate reputation
10
3
Corporate reputation management
17
4
The global voice
28
5
Think global, act local
35
6
The barriers
43
7
The specialization of international public relations
55
8
Issues identification and management
81
9
Crisis and catastrophe communications
94
10
Public affairs
125
11
Sponsorship? Philanthropy? Or promotion?
139
12
The Internet: medium, message, PR tool, manager
160
13
The infrastructure of your organization
176
14
The public relations agency
192
15
Research
204
Index
218
v
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Preface
There is no better time to make a career in international public relations. The planning and implementation of concerted multinational public relations programs are still in their infancy. Global programs are, in truth, still a dream. Similar conditions prevailed in 1967 when I met Dan Edelman and we agreed to establish a joint venture in the UK. London became the first city outside
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