How to Manage Your Global Reputation

Frontmatter

Chapter 1. The Global Village — It’s Here

Abstract

The global village predicted 35 years ago by communications scholar and philosopher Marshall McLuhan* is here. The primeval forces that drive entrepreneurs to establish global empires have combined with those that enable them to achieve their ambitions.

Michael Morley

Chapter 2. Corporate Reputation

Abstract

A strong and positive corporate reputation is the holy grail of every public relations professional.

Michael Morley

Chapter 3. Corporate Reputation Management

Abstract

With the value of a good corporate reputation clearly established, your task turns to the process of managing this key asset, on a global basis.

Michael Morley

Chapter 4. The Global Voice

Abstract

Becoming a global corporation requires speaking with a global voice. This is not so easy as it sounds, and most companies find it difficult to establish the right messages and the right tone in which to express them. At this writing, there are no more than a handful of corporations with a commitment to becoming global in the fullest sense — Ford Motor, GE, IBM, Coca Cola and VISA are a few examples on this very short list. Nor are there many organizations that are truly multinational — the stage of development that immediately precedes the state of being global. Many corporations that believe they are multinational are really regional or super-regional, in the sense that they are well established in more than one region but fall short of being worldwide, or global, in their activities. Moreover, many are really national corporations that have expanded and added appendages in other countries, whose needs and views are not of any significance in the decision-making process.

Michael Morley

Chapter 5. Think Global, Act Local

Abstract

There is not likely to be a phrase you will hear in your career in public relations as often as “think global, act local.” It is used to encourage international marketers and communicators to adapt their products or messages to be accepted in a variety of local communities around a region or around the world. The idea is that a good product, service or communications strategy can achieve global success as long as it is customized to meet local tastes.

Michael Morley

Chapter 6. The Barriers

Abstract

It is a characteristic of many public relations people to be paranoid, introspective, and doubting. A few even add a measure of self pity.

Michael Morley

Chapter 7. The Specialization of International Public Relations

Abstract

Specialization, globalization and communications technology are currently the three most potent forces affecting the practice of international public relations.

Michael Morley

Chapter 8. Issues Identification and Management

Abstract

It is a source of wonderment to business leaders that companies held in high regard for their management, record of success and corporate citizenship can find themselves embroiled in highly publicized crises. The reputations of CEO and corporation so carefully nurtured are now suddenly imperiled and it all seems to come as a shocking surprise.

Michael Morley

Chapter 9. Crisis and Catastrophe Communications

Abstract

There are ten kinds of crisis. Four of them are slow-burning issues, which can be detected and managed with the identification and intervention techniques discussed in the previous chapter:

• Litigation
• Product Liability
• Action by Pressure Groups
• Labor Disputes

Michael Morley

Chapter 10. Public Affairs

Abstract

It is fashionable nowadays among many people in communications to describe their work broadly as Public Affairs, implying that public relations is a branch of that umbrella activity, rather than the opposite. I will not debate here the appropriate terminology because so many words have been spoken or written on that subject elsewhere. Suffice to say that for our purposes we will take the term “public affairs” to mean that part of the communications activity that is directed toward government representatives at local, national and supranational level. These representatives may be elected legislators or the civil servants whose translation of laws into a host of regulations can often have more impact than the laws themselves.

Michael Morley

Chapter 11. Sponsorship? Philanthropy? Or Promotion?

Abstract

The finest athletes who competed in the ancient Olympic Games in Greece were celebrated heroes whose company was sought by the most influential figures in the democracy at that time.

Michael Morley

Chapter 12. The Internet: Medium, Message, PR Tool, Manager

Abstract

Among the huge changes that have taken place in international communications since the first edition of this book, the rise of the Internet can make claim to be the most significant. Today it is an integral part of almost everything we do.

Michael Morley

Chapter 13. The Infrastructure of your Organization

Abstract

Finding the right structure for a PR department is one of the hardest tasks facing the head of communications in a global corporation.

Michael Morley

Chapter 14. The Public Relations Agency

Abstract

The public relations consultancy business (or counseling, as it is known in the USA) is one of the fastest-growing businesses. There is every prospect that this growth will continue.

Michael Morley

Chapter 15. Research

Abstract

Business executives underpin planning with research. No new product is launched without extensive market research. New plant siting requires researching community attitudes.

Michael Morley

Backmatter