More Public Relations Advice from the PR Doctor
More Public Relations Advice from the "PR Doctor"
By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group™
The reputation of a company or organization is an intangible asset, but it is an extremely important and valuable asset. Some people believe and have written that a good reputation is an organization's most priceless asset. Unfortunately businesses face inevitable crisis situations with the potential to seriously damage a good reputation.
One may ask what can be done to establish a good reputation, keep that good reputation and when hit by a crisis, repair a damaged reputation? Is there a prescription out there that provides some solid advice on this subject? Well, the “PR Doctor” researched the subject and was referred to a book entitled “The 18 Immutable Laws of Corporate Reputation. Creating, Protecting and Repairing Your Most Valuable Asset,” and authored by Ronald J. Alsop.
Mr. Alsop provides information on “lessons learned” from real world company and organization crises and provides a roadmap with his 18 Immutable Laws. He breaks those 18 laws into 3 parts. Part 1 is about establishing a good reputation. Part 2 deals with keeping that good reputation and then Part 3 presents information on repairing a damaged reputation.
Part 1 - Establishing A Good Reputation
Law One: Maximize Your Most Powerful Asset_
Law Two: Know Thyself - Measure Your Reputation
Law Three: Learn to Play to Many Audiences_
Law Four: Live Your Values and Ethics
Law Five: Be a Model Citizen_
Law Six: Convey a Compelling Corporate Vision_
Law Seven: Create Emotional Appeal
Part 2 - Keeping A Good Reputation
Law Eight: Recognize Your Shortcomings
Law Nine: Stay Vigilant
Law Ten: Make Your Employees Your Reputation Champions
Law Eleven: Control the Internet Before It Controls You
Law Twelve: Speak with a Single Voice
Law Thirteen: Beware the Dangers of Reputation Rub-off
Part 3 - Repairing A Damaged Reputation
Law Fourteen: Manage Crises with Finesse
Law Fifteen: Fix It Right the First Time
Law Sixteen: Never Underestimate the Public's Cynicism
Law Seventeen: Remember - Being Defensive Is Offensive
Law Eighteen: If All Else Fails, Change Your Name
For a good summary of each of the 18 laws, please go to: www.bizsum.com/current.asp
The book is available at amazon.com.
If you want to discuss how we can assist and guide you and your organization in creating, protecting and/or repairing your business or organization's reputation, please contact Glenn Ebersole @ firstname.lastname@example.org