Download e-book for iPad: How to Manage Your Global Reputation: A Guide to the by Michael Morley

By Michael Morley

ISBN-10: 0230512194

ISBN-13: 9780230512191

ISBN-10: 0333987772

ISBN-13: 9780333987773

ISBN-10: 0814756166

ISBN-13: 9780814756164

This is an up to date and revised variation of the author's winning and floor breaking booklet on foreign public relatives and international acceptance. Michael Morley has counselled consumers of the world's biggest companies. This ebook exhibits easy methods to in achieving a world recognition and why this makes a necessary contribution to the survival and good fortune of the corporation.

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Extra resources for How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations

Example text

At worst, they caused offense, creating a negative impression of the sender. Early internationalists The early internationalists were quick to learn. They employed public relations professionals, mostly recruited from the ranks of journalism, onto their staffs or into the emerging roster of consultancies and agencies that began to sprout up in London. Britain was well ahead of the other countries of Europe in this development, in large part because it was the primary location of the European headquarters of the major American companies.

This is not so easy as it sounds, and most companies find it difficult to establish the right messages and the right tone in which to express them. At this writing, there are no more than a handful of corporations with a commitment to becoming global in the fullest sense – Ford Motor, GE, IBM, Coca Cola and VISA are a few examples on this very short list. Nor are there many organizations that are truly multinational – the stage of development that immediately precedes the state of being global.

In the next phase of Japanese globalization, the new-found wealth of the Japanese came back to be reinvested in America, in local manufacture or assembly of products, as well as in the purchase of prime real estate. At the outset, the Japanese appeared not to be good corporate citizens in their many locations, something that caused concern back at headquarters. Efforts were made to find the reasons and put matters right. The firms recognized that they had to learn how to think local before they could act local.

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How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations by Michael Morley


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