By Michael Morley
This is an up-to-date and revised variation of the author's winning and floor breaking booklet on overseas public family members and worldwide recognition. Michael Morley has counselled consumers of the world's biggest agencies. This publication exhibits how one can in attaining an international acceptance and why this makes a necessary contribution to the survival and luck of the corporation.
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Sample text
Even under Franco, Spain had a small cadre of 45 46 How to manage your global reputation public relations professionals who operated successfully but within the constraints of that strict regime. One of these practitioners, with whom I have had the privilege of working over many years, is Ramon Alvarez. He describes the change of government thus: “Overnight, newsstands appeared on the streets, each full of newspapers and magazines. Some of these had been published underground in previous years but others were completely new.
In the USA there is concern at the concentration of media ownership into just a few hands, along with a similar trend in advertising agencies which hold great commercial power. Some fear for the objectivity of news and current affairs programming. In many countries, the most dangerous form of media control exists – selfcensorship. Although it is most prevalent in “semi-propaganda” states as mentioned earlier, it is also found in places thought to be the freest democracies. In these cases, editors, broadcast producers and publishers consciously or unconsciously print or broadcast material that is benign to the state or, sometimes, commercial interests.
Make a list of up to 20 companies you most admire and wish to emulate. A majority should be operating in the same business sector as your own company. The others should have some relevance, and all Corporate reputation management ■ ■ should be operating on an international basis. Not all the companies you approach to participate in the benchmarking will agree to do it, which is why an initial list of 20 was suggested. Ten participants will be sufficient to provide you with information that will be invaluable in guiding you in the planning and executional stages that are to follow.