Academic journal article Manager

CORPORATE REPUTATION: The Brand & the Bottom Line

Academic journal article Manager

CORPORATE REPUTATION: The Brand & the Bottom Line

Article excerpt

CORPORATE REPUTATION: The Brand & The Bottom Line by Roger Haywood Kogan Page ISBN O 7494 44088 RRP £19.95

www.kogan-page.co.uk

AS chair of the Public Relations Standards Council, Roger Haywood is well placed to handle some of the scandals and cock-ups of recent times - and he does so mercilessly. As he points out, "this is not a criticism of public relations professionals - more a condemnation of the structure, reporting lines, responsibilities or capabilities (they work to)".

He is honest in his analysis of the current state of the PR profession, expressing the view that "many in Public Relations do care about standards - but (they) may not be in the majority yet".

There is also a clear message for non-professionals - " Reputation is an asset, and the management of it is a mission". This makes the book relevant to Administrative Managers - even if only for interest in the issue of how managing your company's reputation can impact on the bottom line. Here, Haywood makes a convincing case although I'm not sure about the assertion that "a limited budget is not always a legitimate reason for not tackling Public Relations properly" (P.60). On the other hand, as a non-PR professional, I can't prove my case!

Nevertheless, as an interested Administrative Manager, I found the book readable and interesting - but most of all, challenging. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.