Réputation

The 10th Anniversary Edition of Trust Agents helps companies get back on track in their efforts to build reputation, attention, and trust.

This book explores the many ways companies around the world can achieve such a competitive advantage. Use this volume to stay informed in this field, which will only grow in importance as technology continues to shed light on who provides the goods and services we rely on.

"Roger Haywood is one of the practitioners who have set the standards that the industry must follow. This is a must read." - Sandy Scott, Director General, the Chartered Insurance Institute. All organizations must manage their public relations (PR) with intelligence and integrity if they are to safeguard their reputation. "Corporate Reputation, the Brand and the Bottom Line" draws on real-life experience to give the reader clear guidance on how to plan, promote and implement effective PR programmes. It also examines the concept of the corporate reputation acting as an umbrella across brand reputations. There is practical advice on how to: avoid disasters; set easily understandable objectives; win favourable media coverage; control the cost of a programme; measure results; recruit the right people.