A recent survey showed that in the US senior CEOs spent 65% of their time in organized communications. The more successful the company the more time they spent: the CEO is really the senior PR officer. Whether it?s investor relations, legal or environmental accountability, ethical issues, employee care or customer service, the media?s spotlight will home in on any company that appears to be in breach of its corporate duty. Nowadays nobody can hide: the giants and little boys alike must activelymanage their reputation. Bristling with real-life experiences, practical advice and the candid views of top executives, this new edition shows how to: *build a corporate reputation that becomes the company *avoid disasters that could close the company *win favourable media coverage *recruit the right PR people *set objectives everyone can understand *control the costs of the program *measure the PR results, and much more.

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