Does Success Breed Success? Effects of news and advertising on corporate reputation – May-May Meijer; Aksant Academic Publishers, Gruquiusweg 31, NL-1019 AT Amsterdam; www.aksant.nl; ISBN 90 5260 145 3, November, 2004; 312 pages
Reviewed by Gideon A. “Andy” Marken
President
Marken Communications Inc.
Andy@markencom.com
Good News: Ms. Meijer has done an excellent job of conducting very comprehensive research and does an outstanding job of proving that there is a real and direct correlation between media coverage and a firm’s reputation in its marketspace.
Bad News: Ms. Meijer first wrote the book as her Ph.D. thesis. The result is an almost overabundance of tabulations and somewhat academic analysis of the results.
Good/Bad News: Ms. Meijer weighs the effects of both publicity efforts and advertising and their effects on an organization’s image. There is a cumulative effect in her opinion and she doesn’t come to a conclusion that one is better than the other.
The above notations are not meant to warn you away from reading Ms. Meijer’s work but rather to prepare you for the fact that you will have to work to understand the real meaning of the book.
We sometimes believe that academics write for academics and this is somewhat validated by the notation written by Maxwell McCombs a professor at the University of Texas. “…extends the agenda-setting role of mass communications into an exciting new arena…that opens new research frontiers.”
For those of you who are not into communications research, its techniques and its value, you will probably skip the first 21 pages of the book. Hopefully you won’t because the first main chapter puts Ms. Meijer's work in perspective so you can understand the real credibility and value of her work.
We get a very good look into how she went about studying media coverage and its effect on the success or failure of an organization in chapter two. The chapter deserves a fast read by most professionals at the least just so you have a point of reference in knowing how to evaluate and measure your own publicity efforts and the media impact.
Since everyone in the industry struggles to prove the value of his or her work for their company and client Does Success Breed Success? is very worthwhile reading. While her work focuses on Dutch firms you can’t dismiss the book as being of little use to your work just because your work is for firms in some part of the globe. What is done in Holland or Singapore or Sydney or Duluth impacts the company’s reputation in our global community.
Ms. Meijer shows that the results of communications efforts – advertising and public relations – can have a significant impact on an organization’s image, reputation and success. While she reaches one conclusion PR professionals may disagree with – the more an organization spends on advertising, the better its reputation – she doesn’t diminish the importance or value of quality media coverage.
Ms. Meijer doesn’t come to any earthshaking conclusions that will shoot Does Success Breed Success? to your public relations or communications best seller list but it does lay the groundwork for academics in other parts of the world to do their own work. More importantly, we’d like to see organizations like the PRSA and IPRA to conduct similar work that might be more practical for our profession.
Or on a more selfish note, you may conduct your own micro study of news coverage and corporate reputation for your own firm and perhaps include other companies in your market area. The author gives you some excellent guidelines to use in your project and the results might prove useful to your management.
Worried about the outcome of your own research? We wouldn’t be. After all there is too much related academic research that proves that a company’s success or failure is due in no small part to its reputation. Your project could produce some eye opening results for your senior executives and enhance your public relations work. Doing good and doing the right thing and getting credit for it is clearly in the best interest of your organization…and your career.
#####
Does Success Breed Success - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 Does Success Breed Success
|
| |
Book Review -- Effects of news and advertising on corporate reputation
|
|
Ensuring Franchise Success
|
| |
New franchise owners have to do everything they can to give themselves a better shot at success.
Okay, maybe we can’t guarantee you will be successful with your new franchise just by reading this article. (If ...
|
|
Lesson #2: Make Creativity the Centre of Your Company
|
| |
 “It is a critical job of any entrepreneur to maximize creativity, and to build the kind of atmosphere around you that encourages people to have ideas,” says Roddick. “That means open structures, so that accepted thi...
|
|
What Success Means to People
|
| |
Many people get frustrated because they feel they are not achieving success. There are many reasons for this, but one of the most common reasons is that people measure success by what others have. Instead, measuring...
|
|
Success: What Does It Mean To You?
|
| |
 You were designed for success. You were endowed with the seeds of greatness. But would you know success if it tapped you on the shoulder and gave you its business card? Sounds odd, but many people who come up to me ...
|
 |
Related Businesses - Evan Elite Authors |
|
Leanne Hoagland Smith
Are your sales where you want them to be? Will you be one of the few who achieves sales success or one of the many who have failed to change? So what are you doing to change those results? Let’s be honest, with companies moving globally and at lightening speeds, the traditional business solutions are outdated and dead. My approach moves your business out of its comfort zone and secures your competitive advantage now. If you are seeking to increase sales, build customer loyalty, create a culture of great attitudes or just achieve some sleep filled nights, then we should talk because my clients have experienced exactly those types of results. Learn more about customer loyalty at http://www.processspecialist.com/customer-loyalty.htm Give me a call at 219.759.5601 for a free strategy session. P.S. If you are seeking a motivational speaker, sales trainer or small business expert that will leave your audience smiling and remembering, please feel free to contact me at 219.759.5601. - Visit Leanne Hoagland Smith's Website |
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
