CONTENTS
Foreword / Dr Tom Watson[Chairman of the Public Relations Consultants Assocation] = ⅶ
PART 1 Impacts = 1
1.1 Why reputation matters / Ketchum[a unit of the Omnicom Group Inc.] = 3
1.2 What makes a good corporate reputation / Adrian Wheeler[CEO of GCI UK] = 7
1.3 Managing reputation in the internet age / Andrew Laurence[Joint Chief Executive of Hill & Knowlton UK] ; Matthew Blakstad[Head of Interactive Practice] = 12
1.4 Reputation's return on investment / Jack Bergen[President of the Council of Public Relations Firms] = 20
1.5 Measuring reputation / Chris Genasi[Chief Executive Corporate of Weber Shandwick Worldwide] = 27
PART 2 Expectations = 35
2.1 Global campaigns & communications / Graham Lancaster[Chairman of Biss Lancaster Euro RSCG] = 37
2.2 Consumers' contradictory expectations / Ira Matathia[CEO] ; Marian Salzman[Worldwide Director ; The Intelligence Factory] = 42
2.3 Managing the pressure / Sara Render[Chief Executive of Kinross & Render] = 47
2.4 Communities & gains / Dr Tom Watson[Chairman of the Public Relations Consultants Association, and Steve Osborne-Brown, Account Director of Hallmark Public Relations] = 54
2.5 Public policy and regulators / Simon Nayyar[Evecutive Director of Citigate Public Affairs] = 60
2.6 Investor relations / Brian Basham[Equiiy.i.Group] = 64
2.7 Organisational culture and change / Colette Dorward[Partner, Smythe Dorward Lambert] = 68
2.8 Employee expectations / Tan Hibbitt[Chief Executive of Edelman] = 72
PART 3 Responses = 79
3.1 Unified communications structures / John Williams[Fishburn Hedges] = 81
3.2 Recruiting & rewarding professionals / Harris Diamond[President and Chief Executive of BSMG Worldwide] = 87
3.3 Managing corporate reputation through crisis / Michael Regester[Founding Partner of Regester Larkin] = 91
3.4 Launching products & services / Lesley Brend[Managing Director of The RED Consultancy] = 104
3.5 Reputations online / Mark Mellor[Director of Firefly] = 108
3.6 Managing market sentiment / Tim Kitchin[Ogilvy PR] = 114
3.7 Evaluating messages / Sandra Macleod[Chief Executive of Echo Research] = 118
3.8 The logistics of name changes / Claire Meredith[Sodexho Alliance] = 122
PART 4 Directory of PRCA Members = 129
The Public Relations Consultancy Association = 131
PART 5 Directory of ICCO Members = 175
The International Communications Consultancy Organisation = 177
PART 6 Appendix = 189
List of Contributors = 191
