PorTer NoVelli 跨国际公关教材1.pdfVIP

How do you shorten the lag time between operational and reputational improvement? Positioning storage as a critical business issue had to be Insights the basis for vaulting EMC into the spotlight Develop a compelling customer ROI on enterprise storage as a Ideas competitive advantage; use a “Beat IBM” horserace story using executive visibility to get the media interested in covering EMC Helped EMC grow from $1.6 to $6.4 billion company; Impact EMC positioned in the same peer group as Cisco, Oracle and Sun as one of the “Four Horsemen of the Internet” How do you maintain and grow corporate reputation when industry issues are dominating the conversation? If you’re going to be “tarred with the industry brush,” Insights you might as well lead with a solutions-oriented viewpoint Series of advertorial and op-ed pieces frankly debating Ideas the challenges to the profession ECHO (media content) measurement of PwC “positives” Impact continues to grow even as “negatives” stay high How do you keep your public affairs, corporate affairs and investor relations programs optimally aligned? In a extraordinarily complex business environment Insights for pharma, truly unified messaging could deliver real reputational value Develop a core team of PN and in-house senior counsel to connect Ideas the dots between public affairs, corporate affairs and IR; base all communications on twin messages of innovation and partnership Better leverage in the public