Chapter 25: The Chief Executive Officer: The Key Spokesperson
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Public relations has the opportunity to become one of the key management disciplines of the future, based on its ability to advise the senior executive team on how to protect, manage and market its reputation. To do this, the PR professionals must possess strategic and analytical skills as well as tactical tools. Valuable portions of the chapter include a strategic approach to counsel senior management, an organizational structure for reputation management, the role of the CCO, and various tactical models of reputation management. The case of Enterprise Holdings, which owns Enterprise Rent-A-Car, National Car Rental and Alamo Rent-A-Car, deals with their decision to focus on environmental sustainability.
John D. Graham Biography |