Book Description

Book Description

"A real eye-opener, not just for lawyers, but for anyone facing legal or regulatory issues. In crisply written, insightful, and often humorous chapters, Jim Haggerty shows how understanding audiences and communicating to them effectively can be as valuable to the outcome of a case as any legal strategy. In the Court of Public Opinion surely ranks among the best books on communication ever written. It should be required reading for anyone who is even thinking about talking with reporters about a legal matter."
–Alan Metrick, Director of Communications, Natural Resources Defense Council (NRDC)

"This is no stodgy legal treatise. Stylishly well-written and expertly argued, In the Court of Public Opinion is a brilliant mix of analysis and anecdote. Every lawyer who reads this book will become a better communicator, and clients and their publicists will gain real insight into areas where legal and public relations concerns meet. In a world of specialists, Jim Haggerty sees the whole playing field. No one has a better feel for lawyers, public opinion, and the press. In the Court of Public Opinion is an instant classic. I expect it will define the field for years to come."
–George P. Sape, Managing Partner, Epstein Becker & Green, PC

"In the Court of Public Opinion is essential to understanding how you can win the battle inside the courtroom, but still lose the war. Every businessperson confronting significant litigation should buy this book. Written in a breezy and challenging style, it should be on the reading list at business schools and law schools alike."
–Michael J. Venditto, Anderson Kill & Olick, PC ... Read more

Reviews (4)

it takes one to know one
Jim Haggerty's book is just what the doctor ordered for these post Enron, Andersen, Healthsouth days where corporate responsibility has become an oxymoron. As a practicing lawayer and public relations pro, Jim bridges the gap between what companies think they should say when a crisis occurs, what PR firms typically counsel their clients to say and what the law permits. This is MUST reading for anyone working in Corporate America today. And, it's fun reading for the casual reader. It makes for a grerat plane ride companion.

An incisive, informative and entertaining read
This work is a must-read for any executive with direct responsibility for shaping public perception of their company and any attorney who must navigate a court system that has, like it or not, become increasingly media-driven.

In The Court of Public Opinion features an engaging mix of real-world examples and solid communications strategy. Mr. Haggerty provides a clear and decisive action plan that can be adapted to almost any litigation situation, and offers examples of common mistakes that both attorneys and executives make in the face of media scrutiny. His style is engaging and entertaining, making the book a fun, fast read. Highly recommended!

Smart, Incisive Guide to "Media Age" Litigation
Haggerty's book is a 'must-read' for any professional concerned about protecting their business' hard-won reputation in the face of high profile litigation. The author's real-life case studies showcase many intriguing cases that were tried in the media prior to being tried in the courts! Through an engaging mix of case studies, analysis and personal stories, Haggerty provides insight into how media coverage is used as a powerful weapon in the litigator's arsenal, and practical advice on how to leverage public relations as part of your litigation strategy.

Perspective from a PR-Legal Pro
Jim Haggerty is an ace public relations professional and legal consultant. He successfully conveys in his new book the heightened role communications management plays in affecting the outcome of a litigation. Simply put, lawyers, business executives and even professional investors need to be more strategic about the communications aspects of legal disputes.

In the Court of Pubic Opinion provides much needed perspective into how thoughtful lawyers and their clients manage legal communications and media relations. Haggerty, who I have worked with closely, rightly suggests that outside and in-house attorneys representing either plaintiffs or defendants, who believe they can "finesse" the press without the necessary tools, may be allowing their egos to undermine their legal expertise. Court battles will never look the same after reading this accessible and often humorous book. ... Read more

Book Description

We will never know the precise identity of America's first political consultant. It is likely that candidates were seeking favorable coverage in colonial newspapers as early as 1704; it is also likely that by 1745 candidates were using handbills and pamphlets to augment press coverage of campaigns; and we know that one successful candidate, George Washington in 1758, purchased refreshments for potential voters. These traditional approaches to winning votes have in recent years been amplified by consultants who have shown how cable networks, videocassettes, modems, faxes, focus groups, and other means of communication can be put to partisan use. In this book, Robert V. Friedenberg examines all of the communication techniques used in contemporary political campaigning. ... Read more

Reviews (1)

The Cost of Doing Business in the Political Arena
Dr. Friedenberg has left nothing to chance in Communication Consultants in Political Campaigns: Ballot Box Warriors, his easy to read book about how a political campaign is run. This book is a must read for anyone interested in running for office or interested in becoming involved in the political process. After having read this detailed and factual book by Robert Friedenberg, you will be able to impress your friends on your knowledge of political campaigning. You will know all of the campaign buzz words. You will even be able to introduce your colleagues to terms they may not have known. The benchmark poll, tracking poll, pre-decision poll, telephone poll, and a plethora of other political practices are discussed thoughout the book. You will be the talk of the cocktail party with your new found knowledge. Know the facts, and if you are seriously interested in running for office, read this book to see the cost of doing business in the political arena. ... Read more

Book Description

Designed to meet the needs of both the public relations education and public relations practitioner communities, this comprehensive text explores the types of research most used in public relations practice. The first introductory-level volume to treat the subject in depth, Public Relations Research provides a theoretical framework for reader application, defines the knowledge necessary for public relations research, elaborates upon informal and formal research methods, and describes the techniques involved and provides models for subsequent use. ... Read more

Book Description

Burke challenges the current thesis that companies should act responsibly toward communities and societies. Instead, he shows that changes in society mandate that companies must develop strategies and programs that foster a reputation of trust in local communities in order that they preserve their license to operate. Burke describes strategies and programs of action that enable companies to develop trust and thus maintain their license to operate. He also describes ways to use philanthropy and volunteer programs to achieve a competitive advantage. ... Read more

Reviews (1)

Great tool for PR professionals
This is an excellent book that will help companies focus there business on strong relationship with the community they live in. The one weakness I see is an over emphasis on philanthropy. I am not so sure that throwing money at the community will really buy a good relationship. This book should be read by anyone who is involved in the management of a manufacturing facility. ... Read more

Book Description

This concise, easy-to-use compendium of publicity and media relations checklists is an essential tool for newcomers and veterans alike. Every major aspect of the field is covered in a user-friendly format that will be as useful for your first media contact as for your thousandth. From getting started, to creating materials, to withstanding public and legal scrutiny, the checklists put all the tools you'll need right at your fingertips. Checklists are cross referenced so you can be sure you're covering all the bases, from the first step to the final step. An invaluable reference and guide for every publicity, public relations, and media professionals, this is a book to buy in twos: one to keep at hand for quick reference, and one to take apart, photocopy, make notes, and use with every publicity effort you launch. About the Author David R. Yale is a publicity and media relations professional who has taught more than 200 courses and seminars on promotion and publicity. His clients have included AT&T, Chase Manhattan Bank, and Canon Computers. Yale is currently Marketing and Creative Director for a large direct marketer of computers, software, and peripherals."Publicity & Media Relations Checklists leads the reader through the crucial process of publicity planning and prioritizing before making contact with the media and provides well-developed checklists to help the reader implement and track . . . an effective publicity program. This book represents an innovative way to methodically garner local or national publicity. It is an excellent resource." -- Marcia Layton Layton & Co. Business Plan Writing"Publicity & Media Relations Checklists' interactive approach takes the misery out of learning the essentials of PR. What a valuable tool!" -- Brenda Christensen PR Director Elan Software ... Read more

Reviews (4)

Not for beginners
I did not find this book to be a good choice for the novice. I would recommend this to someone in the sales area of public relations but not the education area. Also, I think the checklists were quite long--too long for someone who is looking more for tips. Other books that exist that are more educational and beneficial to the novice.

Wesley A. Schwalje's Reviews
I would tend to agree with the other reviewers on this one. I purchased this title to read on a flight to Istanbul, but I put it down after the first chapter. The e-mail release is a double edged sword I must say though. I have to secure my number one ranking on Google!

Not a winner
Unless you are running your own business and have absolutely no PR experience, this book is not for you. I found it very basic and a bit outdated. No reference to online PR at all -- or even email releases! Save your money.

Very Insightful
This was a new direction that my job demaned I proceed in and I was very nrevous. However, this book was extremely helpful to me with the implementation and completion of various PR tasks. I find it to be a valuable reference that I cannot function without. ... Read more

Book Description

"Media Relations Handbook" is required reading for press secretaries on Capitol Hill, public affairs officers in federal agencies, spin doctors in political campaigns, PR professionals in nonprofit organizations, lobbyists - anyone whose job involves garnering media coverage in a town where ink is gold and airtime is platinum. In Media Relations Handbook Brad Fitch moves back and forth between theory and practice with the grace of a prize fighter, teasing out general principles, then illustrating his points with real-life examples. ... Read more

Reviews (5)

PR students, especially nonprofit & political communication
should take a look at "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress."

The author, Brad Fitch, teaches as an adjunct at American University in the School of Communications. He wrote Media Relations Handbook after working on the Hill for more than ten years and teaching PR courses at AU for five years.

Each chapter has a summary, and there are many checklist and tips throghout. He also has a chapter on "Honest Spin: The Ethics of Public Relations"

Great book to use as a college or graduate school text or as a supplement.

If you're a Public Information Officer, this book can help
"Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike."
-- Municipal World, July 2004

Table of Contents
Ch. 1 First Steps
Ch. 2 Tools of the Craft
Ch. 3 Developing a Message and Communications Plan
Ch. 4 Interacting with Reporters
Ch. 5 Overview of the Media: Print, Radio, and TV
Ch. 6 Web-Based and Online Communications
Ch. 7 Dealing With the Principal
Ch. 8 Interview Preparation
Ch. 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers and Language
Ch. 10 How to Interact with Congressional Campaign Operations
Ch. 11 Communications in a Federal Agency
Ch. 12 Crisis Communications in Public Affairs
Ch. 13 Honest Spin: The Ethics of Public Relations

Although focused on media relations in Washington, PIOs can learn a lot from this book. For example, § 12.8 is "How to Use a Web Site in a Crisis", and § 2.14 is a "Press Conference Checklist".

Municipal World is right - it will benefit you.

The "bible" of media relations
Media Relations Handbook For Agencies, Associations, Non-profits And Congress by Brad Fitch (Deputy Director of Congressional Management Foundation -- a nonprofit, nonpartisan organization dedicated to effective governance) is a seminal instructional manual on every aspect of media relations for elected officials and government agency communicators-- and invaluable for political activists seeking to work with, report on, or influence governmental agency policies. Of special interest is the "Press Conference Checklist" which will prove invaluable for anyone responsible for press events; "Self-Research" showcasing what every elected official must do -- or have done for them; how to use a website in a crisis; the basic rules of media relations; and illustrative examples of the impact good (and flawed) media relations can have. Part of TheCapitol.Net "Communication Series", Media Relations Handbook For Agencies, Associations, Nonprofits And Congress can quite justifiably be considered the "bible" of media relations and a must for anyone charged with the responsibility of successfully dealing with (and utilizing) the media for their agency, group, or cause.

Praise by pros for Brad Fitch's Media Relations Handbook
"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Provides valuable advice for those who flack for a living."
-- Roll Call, April 21, 2004, page 3

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
-- Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

Great Advice for Beginners and Experienced Media Hands
If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between "on the record," "off the record," and "background"? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need. ... Read more

Book Description

Bulletproof News Releases blows the lid off one of the most effective yet elusive marketing tools known to man - free advertising. With the small business explosion and the flood of how-to material to serve it, there remains a huge and curious void about publicity as a marketing tool -- until now. Besides her years as a newspaper editor, Kay Borden brings together the expert advice of 135 American media professionals -- after all, they decide who receives coverage -- to help the non journalist produce what the media expects of business related news items and get it to them. Bulletproof News Releases is the first ever publicity guidebook written by media professionals specifically for entrepreneurs and small business owners. ... Read more

Reviews (9)

News Releases for the Literacy Deficient
I was truly shocked when I read this book yesterday. Within the first page (the first paragraph, really), it was apparent that the author couldn't write. Hoping that the beginning was just a fluke, I continued reading, only to find that the poor quality of the writing persisted throughout the entire book! At times the poor quality was merely laughable; at others, it actually impeded understanding.

I have engaged in much successful publicity for my small business, as well as for a traveling film festival. I have also helped nonprofits and community groups get publicity for their organizations and events. In my experience, a prerequisite for successful press releases is clear writing. So it is rather ironic to publish a poorly written book on news releases.

There is precious little content to be found in "Bulletproof News Releases". The pages are set in a rather large font--much larger than in a typical book. The side margins are almost half the width of the page--meaning that almost half of every page is merely white space! I can't tell you how many pages are in this book, because a strange numbering system takes the place of traditional page numbers--perhaps so you don't realize how few pages there are. I can tell you that the book is very thin.

I'm not sure where other reviewers got the idea that this book was useful for businesses. Many of Borden's examples are for political causes. References to the first Gulf War are numerous. She even sites an example of how a small community in Georgia reduced it's crime rate by requiring all its citizens to own guns! These are not the kind of examples that will help the small business owner succeed.

There is no magic to writing a good press release. First, write well. If you can't write well, contract the work out to someone who can. Second, send out press releases about something original and newsworthy. Third, be sure to include all the relevant details--who, what, where, when, why. Include a few morsels to entice an editor's curiosity. And be sure to include your contact info.

Now isn't that better than spending $20 on a book?

Getting down to what really works
"Bulletproof News Releases" provides exactly what the title indicates - advice from 150 American Media Professionals that details what gets a news release published and what gets it trashed. Author Kay Borden details why so many people, advertising companies, and publicity firms spend so much money on news releases and get nothing for their efforts. The last part of the book covers writing the release, and how to target it to the selected audience so that it will be printed. One of the points that is made very clear is that a news release that does not contain something of interest to the newspaper or magazine's readers will not be published.

The thing I liked best and found the most useful about the book were the comments by various editors included on just about every page. Since the comments are set in the side margin it is very easy to open the book and read through them as a quick review of what editors are looking for, what they don't want, what causes them to discard an otherwise good release, and how to get your release published. "Bulletproof News Releases" is a recommended read.

Great info - easy to follow
This is a great PR read. I bought this when I was just starting out in PR, and I can't tell you how many times I have referred to it since then. What I like best about the book is that it doesn't just give you pie-in-the-sky objectives like "develop your brand." What the book offers is specific actions you can take and ideas you can springboard off of to create publicity for your small business or non-profit. REAL ideas, not just puffery. The authors suggest specific stories for certain times of the year, they outline news cycles, they try to teach folks how to distinguish from real news and self-serving fluff.

This is a super book
As president of a PR firm that has promoted over 1000 authors- I have to tell you- This book is a must for every author. I wish every one of my clients had a copy of this book BEFORE they came to me- Buy it....you will like it! (Rick Frishman- www.plannedtvarts.com)

If your business needs publicity - get this book!
So you own your own small business. You don't have a lot of money for advertising, but you need to promote your business. Read Bulletproof News Releases. Kay Borden explains to you a) What editors look for in a good news release. b) How to write a release that gets the editor's attention. c) Brainstorming on ideas for releases. d) How to follow-up with editors.

What made me plunk down my money for the book is that Kay includes quotes from over 100 newspapers editors on what they like and don't like about releases. There are many books about writing news releases, but they are by marketing people. Bulletproof News Releases gives you the advice of the people who determine exactly what gets printed in the paper.

I used the advice from the book and my first news release resulted in a feature article on me and my business with a color picture. This was in a regional paper with a circulation of 80,000. The day the story appeared, I received a call from a prospect that resulted in a $5,000 order! That alone was a 26,000% return on the $19 book investment. To run a color ad the size of the article that appeared would have cost me over $700. The article was free and most people believe the articles more than they believe the ads.

If your business needs publicity - get this book! ... Read more

Book Description

Career Insights are designed to give you a special look inside the minds of the leading executives of the world, and assist you in getting an insider’s view on what it takes to succeed in the workplace. This book is the best way for professionals or "soon to be professionals" to learn to think, analyze, and respond to situations they will confront in the workplace. The purpose of this book is not to devise the quickest way to land just any job. Rather, we try to guide you towards assuming the mindset of the industry’s most elite and successful executives, so you can employ these skills at any level. The authors in this book know what it takes to succeed; now you’ll know their secrets too. Use this information to get an edge, land the job of your dreams, and have a successful career. ... Read more

Book Description

By tracing the history and development of public relations and using examples of strategies and campaigns as well as interviews, this book provides a comprehensive and detailed study of the theories and practices of public relations. ... Read more

Reviews (1)

The Public Relations Handbook
Book Review

The Public Relations Handbook, Second Edition - Alison Theaker; Routledge , Taylor & Francis Group, 2 Park Square, Milton Park, Abingdon, Oxfordshire OX14 4RN; 29 West 35th Street, NY, NY 10001; www.routledge.com; ISBN # 0415213347; 289 pages, $14

Reviewed by: G.A. "Andy" Marken III, Marken Communications Inc,
408-390-0002, andy@markencom.com


As one who gets his hands dirty in this business every day, reviewing an introductory book on the theories and practice of PR is always a challenge.At the same time we find them of assistance because they occasionally provide a glimpse into someone else's successes and failures that we can learn from.

Because Ms. Theaker has lived and taught on both sides of the Atlantic, this is one of those works that is worth reading.As one who gets his hands dirty in this business every day, reviewing an introductory book on the theories and practice of PR is always a challenge.At the same time we find them of assistance because they occasionally provide a glimpse into someone else's successes and failures that we can learn from.

Because Ms. Theaker has lived and taught on both sides of the Atlantic, this is one of those works that is worth reading.

As with most such handbooks, the author provides her own interpretation of history and development of the industry.For individuals thinking of entering the field or who are in their apprenticeship mode, her interpretations are well rounded because she provides an insight into the European and American approaches to public relations practice.Students and early entrants also get the obligatory look into the various specialties of the industry - financial PR, business ethics, governmental and non-profit PR - as well as providing exposure into the impact of the Internet and how it can be used by PR people.

Sometimes we are of the opinion that studies and analysis of Internet PR should best be placed only on the Net because it is in such a constant state of change and flux as it evolves in how it is viewed and used.Blogs were one hot and high on everyone's must-do list.They have finally gained sanity, meaning and control as the majority of people learn that only a few can actually make money in this arena and they become tired of venting their opinions only to find...relatively few people care what they think or about their opinions/positions.We are already entering into the areas of hundreds of thousands of global mini-communities of people congregating in voice and video rooms.

The value of Ms. Theaker's work is her numerous interviews with PR practitioners about their working practices and the case studies and examples she provide that are really multinational in scope.

The liberal use of reinforcement research that shows the relevance of specific points that the author makes transitions the ideas into items that are easily retained.

Ms. Theaker and her contributors do a good job of breaking down and explaining the overall industry as well as its segments and specialties.This discussion is undoubtedly useful for students and people just entering the field.

But we enjoyed and got the most useful information from their case studies and examples of real-world PR activities on both sides of the pond.These parts of the book are not only fun to read but deliver a new perspective on the subtle and not so subtle differences of regulations, the media and consumer impact in different areas of the globe.

Reading and reviewing the various PR plans, thought processes behind them and the impact/results gives readers the ability to understand that in most instances messages do not translate well.While the Internet may have eliminated country borders, it has not produced a "one world."

Depending upon the maturity and stability of a country's government, the history of its public and private institutions as well as the economic levels and its ingrained background of its population what achieves wild success in Englandcan stumble in France, the U.S. and other countries.Programs American readers see covered in The Handbook will at times find themselves shaking their heads in disbelief as to why the British program was ever developed or approved.In addition, you'll often wonder how and why the work succeeded.

We found ourselves reading a number of the case studies and examples two and three times and gaining a greater appreciation of what works in other countries and why so many America developed programs fall short when they are taken overseas.

Ms. Theaker has drawn together a rich roster of contributors in her book to give the reader a broad perspective of the industry, its practices and its future.Since what we do locally increasingly has global impact, we would encourage student and seasoned professionals alike to read the book.

Since we increasingly must struggle with and deal with cultural and ethnic differences in our own country as well as abroad, it is becoming increasingly important for public relations practitioners to take what many might term "the long view" of their plans, programs and activities.
########## ... Read more

Reviews (13)

Excellent, down-to-earth, easy-to-read guide on business
This book has helped me immeasurably in my daily business and personal life!! It reminds each of us that it's the little things in life that make all the difference--that separate you from everybody else. Simply, because most people don't think of practicing the little things.

My business "bible"...
This is a great book, full of common-sense advice that is crucial for success in today's business world. I read this book years ago (as an assistant manager), and return to it time and again as a touchstone, as I move up the corporate ladder (now a VP). I've found her sound, wisdom-filled tactics essential in making a mark in my industry. Since my colleagues and clients speak very highly of me, I know Terrie's suggestions worked!

I want my money back
I was so dissappointed with this book. There is nothing new or remotely original. In fact, if your mother ever taught you the rules of basic etiquette then you have more useful knowlege than this book gives. Also, the book is now rather dated. The names she drops are either now out of favor or have been forgotten. If you are still curious go to the library and read it for free.

Intereresting Read but not much more
This is interesting to read if you want to read about someone else's success. It is a very general book and doesnt really give you any advice or insite on how to get ahead in life or business. Its worth checking out in the library but not much more.

Personal Touch
I really enjoyed the book written by Terrie Williams. Ms. Williams brought out much needed things that we humans of today seem to have forgotten.

If more people would adhere to the principles of personal touch, the world would be a better place to live and we as humans would not be under so much stress.

One of my Teachers once wrote in my autograph book upon graduation the saying,"To suceed, you must proceed to exceed". I think Ms. Williams said that many times in her book in many different ways.

She made me think back to basics, and that "Common sense is no longer common. Personal Touch could be sub titled "Good News". Which means Gospel.

I highly recommend this book to anyone who strives to be sucessful. ... Read more

Book Description

Book Description

* Combines ‘how to’ advice, theoretical insights and interviews with PR industry leaders * Award-winning case studies and examples from around the world * Emphasis on best practice * Describes a range of research and evaluation methods * Highlights future developments* Authors draw on their experience as PR practitioners and academic researchers and teachersSurveys throughout the world have identified that evaluation is the current major professional research issue. Clients of PR firms are seeking greater evidence of the impact of campaigns and programs, which in turn is leading to a greater demand for information on evaluation methods. This much-needed book comprises nine chapters which start with theoretical perspectives and then demonstrate the design and implementation of a range of PR research and evaluation methods. It is illustrated by award-winning case studies from around the world and concludes with consideration of future developments. Most chapters are illustrated by interviews with leading PR practitioners and responses to a survey amongst leading practitioners, worldwide.Contents include:1: Principles of Public Relations Practice; 2: Evaluation and Communication Psychology; 3: Practitioner Culture -Why We Do What We Do; 4: Gathering and Interpreting Information; 5: Evaluation Structures and Processes; 6: Developing a Media Evaluation System; 7: Evaluation in Practice - Case Studies; 8: Objectives and Objective Setting; 9: Future Developments. ... Read more

Book Description

The Velociraptor was among creation's most ferocious predators, and its killer instinct lives on in the form of well-intentioned but deadly activist groups ready to shred and devour your company's reputation.

Waltzing with the Raptors presents the cutting-edge concept of Reputation Assurance, an indispensable system for measuring a company's reputation and social accountability. Adhering to the belief that business has the power to build prosperous global communities, Glen Peters identifies the practical steps that any company can take to achieve, monitor, and maintain a solid reputation. Based on a global study of multinationals in North America, Europe, and Asia, Reputation Assurance is used by PricewaterhouseCoopers, the global thought leaders.

The first step in learning how to waltz is listening to the music, or rather, listening to the wishes of the wide constituency of institutions and people who inhabit the world market. As recently as the last decade, products were still being launched based almost entirely on the opinion of the R&D department. Today, a product launch without detailed market research would be considered reckless if not suicidal. Likewise, it is no longer safe for senior executives to take management actions and make decisions in the belief that they can interpret the wishes of their shareholders, employees, customers, and the society in which they operate. When Shell went ahead with plans to sink a defunct North Sea oil platform, it sought the approval of the U.K. government, but failed to acknowledge Greenpeace and the millions of Shell customers who forced a company U-turn. Civil rights groups, religious organizations, single-issue parties, and many others make up the stirring medley of people companies have to listen to, to keep waltzing.

Reputation Assurance applies a framework of principles for business excellence across the company. The new paradigm ensures fair and competitive returns for shareholders, understands and meets customer expectations and guarantees, offers employees fair compensation, honesty, and openness in communication, and takes suggestions and complaints seriously. Finally, the framework promotes corporate accountability to society as a whole by contributing to the economic power of its citizens, promoting human rights, disclosing relevant information, and respecting at all times local culture and laws. Waltzing, after all, isn't just fancy footwork but an art. Once companies learn and practice the steps, they will find their reputations admired by all.

"A good reputation in today's fast-paced world of financial and business communications is an essential asset for any company and its leaders. Glen Peters offers a sensible, disciplined guide to earning the respect of even your harshest critics."—Dana Mead, CEO, Tenneco.

"I have long believed that companies can only hope to operate successfully if they have an invisible 'License to Operate' from their employees, customers, partners, and shareholders, together with society as a whole. This excellent book points out that these relationships are under increasing threat from predators and require cohesive, coherent, and well thought out management if companies are to succeed. The company's reputation is no longer in the category of 'nice to have', it is now absolutely crucial for continued survival."—Sir John Harvey-Jones, former Chairman, ICI (U.K.).

"Glen Peters's fine book focuses on the importance of the employees and the environment to a company's bottom line, in addition to stockholders. His recommendations fit with findings that large companies that pay attention to these factors historically outperform those that don't."—Jeff Seglin, Visiting Fellow, Center for the Study of Values in Public Life, Harvard University.

"Waltzing with the Raptors cogently and engagingly shows how managers who actively listen and are responsive to their company's stakeholders, who monitor, verify, and report on performance, can transform powerful and feisty critics into partners, thereby protecting and enhancing their company's reputation."—Alice Tepper Martin, President, Council on Economic Priorities. ... Read more

Reviews (3)

A lack of substance
My major criticism of Peters' rather simplistic treatise is that rather than provide any real solutions to the problems that corporations face, all his advice will do is institutionalise his critics.

His appendix of activist non-governments also displays an ignorance of many of the groups mentioned. Peters would do well to go back and do some proper research.

latest thinking on reputation assurance
I have read several books on this subject, looking for practical advice on how to develop a managed reputation for my company. I am a Communications Manager with 20 years' experience. This is the first book I've seen that offers a "how to" guide to implementation, which is a big step forward from previous texts which only documented the phenomenon (not very helpful if you're wanting to move on from hand wringing to problem solving). The work is easy to read and authoritative. It contains appendices that show specifically how to implement reputation assurance programmes. I recommend it highly to any PR practitioner, CEO or Board member interested in moving their organisation ahead of public opinion. If you follow the roadmap provided, you have the opportunity to make a quantum leap in the reputation stakes.

THE STANDARD TEXT ON REPUTATION ASSURANCE
In today's interconnected global economy, a company's reputation is its greatest asset. Waltzing with the Raptors presents the novel concept of Reputation Assurance, an indispensable framework for measuring a company's reputation and social accountability.

In presenting an indispensable road map to protecting any organisation's reputation, Glen Peters clearly identifies the practical steps that any company can take to achieve, monitor, and maintain a solid reputation as well as the various pitfalls to avoid.

The first step is listening to the wishes of the wide constituency of institutions and people who inhabit the world market. It would be reckless, for example, to launch a new product without detailed market research. Similarly, it would not be safe to take management actions and make decisions without a careful consideration of the wishes of a company's various stakeholders.

Finally, the framework promotes corporate accountability to society as a whole by contributing to the economic power of its citizens, promoting human rights, disclosing relevant information, and respecting at all times local culture and laws. Once companies learn and practise the steps, they will find their reputations the envy of all.

Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan is currently Managing Partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu. He holds a Master's degree in International Business and Management from the University of Westminster in London. ... Read more

Book Description

WRITTEN BY SEVEN TIME EMMY AWARD WINNING NEWS ANCHOR FROM THE PHOENIX MARKET KATHY KERCHNER, THIS BOOK TEACHES EVERYONE HOW TO BE THEIR BEST ON SCREEN AND BEFORE A MICROPHONE. KERCHNER'S ADVICE WAS HONED IN THE PRESSURE COOKER OF EVERYDAY JOURNALISM. IT IS A PEACH!!! ... Read more

Reviews (4)

A great job of giving the inside scoop
I don't know the author, so this is a real review. She's done a wonderful job helping me to understand and work with the media. This book is easy to read, well written and offers sound advice. I've already gotten my money's worth and I'm only half-way through it. If you're looking for a book on dealing with the media - this is the one to get!

She's Been There. . . Learn From the Expert!
What to say, when and how to say it and WHY you need to learn to speak in sound bites! That's it in a nutshell. This book was my bible when I appeared on ABC TV's "The View" with Barbara Walters. I highly recommend it.

This book helped me deal with reporters who ask stupid quest
I'm a legal professional who has to answer reporter's questions about sensitive domestic abuse issues. Kathy's book gave me savvy advice and confidence in answering. I especially liked the parts about understanding reporter's pressures. This information made me more understanding.

Excellent, concise and clear.
Kathy Kerchner tells it like it is. Her book is an outstanding collection of information that people who deal with the media need to know. Her tips on what to do, when to do them and how to do them are so full of common sense one wonders, "Why didn't I think of that?" ... Read more

Reviews (1)

Good for advanced students and PR professionals, too
The wide range of PR cases, from corporate and non-profit situations and problems clearly involves critical thinking. It offers no pat answers, just helps the reader learn how to think through real crises and problems. ... Read more

Reviews (2)

Dare I repeat myself?
The book starts off with an interesting premise -- public relations on the Internet is inherently different than public relations using uncontrolled media.But it fails to move beyond the premise and the promise.After reading the first few pages, you have the core of Witmer's idea.The rest is simply the same idea repeated over and over and over!

I salute Witmer for tackling this issue -- there will be a lot more books on this topic to follow.But this would have made a better article in a public relations journal than a book.

A Practical Introduction to e-PR
Spinning the Web is a practical introduction to public relations strategies and tactics that utilize the Internet. Witmer divides her presentation into three sections: in the first, she introduces a basis for understanding the terminology of the Internet and theoretical models and perspectives that help understanding of the communication process and its relationship to technology. In the second, Witmer addresses the four-step public relations process: research, planning, execution and evaluation. She briefly describes ways in which the Internet can be used within the context of the four-step process for developing any campaign or program. Then, she focuses on specific aspects of the particular step it addresses for the specific purpose of Web site development. In the third, Witmer describes the Internet's role to enhance consumer relations, investor relations and crisis communications and e-commerce. She concludes this book with ethical and legal implications of public relations on the Internet. In brief, this practical book answers technical, strategic, and tactical questions any practicing or future public relations professional has about using the Internet to achieve public relations goals and objectives. Readers unfamiliar with the terminology of the Internet will appreciate the glossary at the end of this book. Spinning the Web is suited for undergraduate and graduate students and public relations practitioners. The author, Diane F. Witmer is an associate professor, Department of Communications at California State University, Fullerton. If interested in public relations on the Internet, Shel Holtz'sPublic Relations on the Net (1998) and Eugene Marlow's Electronic Public Relations (1996) will be also useful. - Junehyock Choi, Boston University.

* This review is partially dependent on the author's Introduction & Overview. ... Read more

Book Description

This text provides a concise overview of electronic public relations applications and presents guidelines for using electronic technologies for public relations purposes. ... Read more