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How to Manage Your Global Reputation by Michael Morley

By Michael Morley

This can be an up-to-date and revised variation of the author's winning and ground-breaking booklet on foreign public relatives and international recognition. Michael Morley offers a entire evaluation to keeping and selling your worldwide attractiveness. With clean case reviews illustrating most sensible and worst perform, he explains why retaining your company recognition makes an important contribution to the survival and good fortune of the company.

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They equated public relations-style communications with propaganda; and they had seen or heard what that master of propaganda, Goebbels, had done to twist the truth and bring their country to war. They never wanted that to happen again. Ergo, “we will not engage in public relations activities for our company, it has an evil smell” was a common attitude in German commerce and industry for about three decades after the war had ended. Decision makers had failed to make the distinction between bona fide public relations and propaganda.

Balance One of the most challenging problems facing today’s business leaders is finding the right balance between the devolution of power to so-called autonomous units within a corporation and the exercise of power and decision making at the world headquarters, wherever that might be. Today’s fashion leans heavily toward a highly decentralized approach, with a large part of decision making placed in the hands of managers of national subsidiary companies so as to encourage a high degree of nimbleness and relevance, market by market.

Alternatives are more fully described in chapter 12. 12. Program With your research and planning completed, you must now develop and implement the program that will move your company along the road toward its goal. ■ ■ Develop a memorable and inspiring creative concept, which symbolizes and encapsulates the reputation you seek for your company – a flag around which all your allies can rally. This concept or theme should be of a kind that can infuse all the action programs you undertake, binding them together.

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