How to Manage Your Global Reputation A Guide to the Dynamics of Inte
The book discusses the evolution of international public relations practice from its early use to the sophisticated communications practices of global corporations today. It examines the strategies and programmes of some of the world's prominent organisat
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STUDIES IN PUBLIC RELA nONS Series Editor: Norman A. Hart MSc FIPR FCIM FCAM
The Studies in Public Relations series of books is designed to present public relations in its new and developing role as a strategic function contributing to the achieving and enhancement of business objectives. It represents a 'second generation' of textbooks which will move from the hitherto concentration on press relations into a wider corporate role. The series is edited by Norman Hart, a well-known international writer and speaker on all aspects of public relations and marketing communications. Author of many books an various communications subjects, he is a Fellow of the Institute of Public Relations, and was the first Professor of Public Relations in the United Kingdom. Norman is a past Chairman of the International Public Relations Foundation.
How to Manage Your Global Reputation A Guide to the Dynamics of International Public Relations
Michael Morley
© Michael Morley 1998 Softcover reprint of the hardcover 1st edition 1998
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 1998 by MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 6XS and London Companies and representatives throughout the world ISBN 978-1-349-14072-5 ISBN 978-1-349-14070-1 (eBook) DOI 10.1007/978-1-349-14070-1
A catalogue record for this book is available from the British Library. 10 9 8 7 6 5 4 07 06 05 04 03 02 01
3 2 1 00 99 98
Contents Preface and Acknowledgements Foreword ix 1 The global village - it's here 2 Corporate reputation
VII
1
8
3 Corporate reputation management
15
4 The global voice 24 5 Think global, act local 6 The barriers
29
35
7 The specialization of international public relations 8 Issues identification and management 68 9 Crisis and catastrophe communications 79 10 Public affairs
105
11 Sponsorship? Philanthropy? Or promotion? 12 The Infrastructure of your organization 13 The public relations agency 14 Research Index
145
153
165
V
131
114
45
Preface and Acknowledgements There is no better time to make a career in international public relations. The planning and implementation of concerted multi-national 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. L
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