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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 global reputation and why this makes a vital contribution to the survival and success of the corporation.
List of contents
The Global Village: It's Here Corporate Reputation Corporate Reputation Management The Global Voice Think Global, Act Local The Barriers The Specialization of International Public Relations Issues Identification and Management Crisis and Catastrophe Communications Public Affairs Sponsorship? Philanthropy? or Promotion? The Infrastructure of Your Organization The Public Relations Agency Research
Report
'Michael Morley uniquely blends pragmatic wisdom gained from his years counselling corporate clients around the globe with the evolving principles and philosophy of public relations. His witty, thought-provoking lectures to MBA students and many other audiences demonstrate vividly how media relations, public presence and thinking outside conventional wisdom and across cultural borders determine whether products, executives and corporations excel or fail. His writing is immensely accessible and beguilingly simple as it leads the reader through the complexities and dynamics of the public arena. No wise manager should be without a copy.' - Marion K. Pinsdorf, formerly Vice President / Communications Textron and INA and of Hill and Knowlton, now Senior Fellow in Communications, Fordham Graduate School of Business
'...it is my hope that the basic concepts outlined here will provide a useful foundation for all engaged in, or aspiring to, a career in international communications.' - Profile (Institute of Public Relations)
Reviews of the first edition:
'Michael Morley is a true pioneer in the practice on international public relations...He shares the wisdom of thirty years' experience about what works and what doesn't in the international marketplace.' - Thomas L. Harris, Adjunct Professor, Medill Scholl of Journalism, Northwestern University and former principal of Golin/Harris Communications
'[Provides] insights for both the experienced andthe aspiring in public relations.' - Stephen A. Greyser, Professor of Marketing/Communications, Harvard Business School
