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Palgrave Macmillan

How to Manage Your Global Reputation

A Guide to the Dynamics of International Public Relations

  • Book
  • © 2002

Overview

Authors:
  1. Michael Morley
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Table of contents (15 chapters)

  1. Front Matter

    Pages i-xii
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  2. The Global Village — It’s Here

    • Michael Morley
    Pages 1-9

  3. Corporate Reputation

    • Michael Morley
    Pages 10-16

  4. Corporate Reputation Management

    • Michael Morley
    Pages 17-27

  5. The Global Voice

    • Michael Morley
    Pages 28-34

  6. Think Global, Act Local

    • Michael Morley
    Pages 35-42

  7. The Barriers

    • Michael Morley
    Pages 43-54

  8. The Specialization of International Public Relations

    • Michael Morley
    Pages 55-80

  9. Issues Identification and Management

    • Michael Morley
    Pages 81-93

  10. Crisis and Catastrophe Communications

    • Michael Morley
    Pages 94-124

  11. Public Affairs

    • Michael Morley
    Pages 125-138

  12. Sponsorship? Philanthropy? Or Promotion?

    • Michael Morley
    Pages 139-159

  13. The Internet: Medium, Message, PR Tool, Manager

    • Michael Morley
    Pages 160-175

  14. The Infrastructure of your Organization

    • Michael Morley
    Pages 176-191

  15. The Public Relations Agency

    • Michael Morley
    Pages 192-203

  16. Research

    • Michael Morley
    Pages 204-217

  17. Back Matter

    Pages 218-228
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Keywords

About this book

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.

Reviews

'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

About the author

MICHAEL MORLEY is Deputy Chairman of Edelman Public Relations Worldwide. He has counselled clients of the world's largest corporations and is a highly regarded international public relations expert with four decades of experience in the US, Europe, South America, Asia Pacific, the Middle East and Africa.

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