How to build a corporation's identity and project its image / Thomas Garbett.

Includes index.

Figures and Tables xi Preface xiii Acknowledgments xxi 1. Company Image-Control It or It Controls You 1 Six Factors Controlling the Company Image 3 Research on the Subject 9 How to Present a Positive Image 14 2. Will the Real Corporation Please Stand Up 17 The Corporate Mission Statement 18 Important Elements of the Mission Statement 22 Standards of Conduct Guidelines 27 Communicating the Company Philosophy 29 3. The Players 33 The Communication Audit 37 Where the Communications Activities Belong 41 Two Difficult Decisions 43
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Problem ond Sololioar in ENGINEERING THERMODYNAMICS Sing Contents IIA 4. Picking an Agency 47 Advertising Agencies versus Public Relations Agencies 49 Fundamentals for Evaluating Your Agency Relationship s1 Don't Rush to Sever Your Present Agency Affiliations 56 The Agency Selection Process S9 5. Tracking the Corporate Image 69 Recognition Studies 71 Opinion Studies 77 Morale Studies 79 Qualitative Depth Interviews 79 Focus Groups 8O One-on-One Research 83 6. Public Relations-An Overview and a Few Ideas That Work 85 88 Sujuurja Ideas That Work 90 7. Investor Relations 97 Maintaining a Consistent Flow of Information 99 Priorities 103 Meeting the Investment Community Personally Pays ojl Individual Investor versus Institutional Investor 104 Ideas to Consider 106 8. Communicating through Philanthropy 113 The Practice of Corporate Philanthropry 117 NUW
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Contents XI 9. Changing the Company Name 127 Important Considerations in a Name Change 129 Name Change Consulting and Design Firms 135 10. The Name Change Process 141 Organizing the Process 141 The Criteria for a Good Company Name 147 And Finally 151 11. What to Do When Disaster Strikes 153 Being Prepared 155 Classifying the Disaster 157 Some Basic Principles for Handling Problems 166 A Postscript for the Press 171 12. Mergers, Acquisitions, Takeovers, and Divestitures 173 Acquisitions 178 081 a Divestitures 181 Takeovers 182 A Final Perspective on the Results of M&As on Companies 13. Corporate Advertising-What It Is and What It Can Do 185 Categories of Corporate Advertising 188 Uses of Corporate Advertising 192 Trends and Current Practices 195
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Contents 14. Corporate Advertising-Should You or Shouldn't You 197 The Decision to Conduct Issue Advertising 198 The Suitability of Financial Corporate Advertising 201 The Decision to Conduct Market-Prep Advertising 204 The Decision to Use Goodwill Advertising 205 The Suitability of General Image and Corporate Identity Advertising 206 Program Announcement Advertising 208 Name Change Announcement Advertising 209 15. A No-Nonsense Approach to Corporate Advertising 211 16. Globalization 219 Globalization-How to Get There 221 The Consistent Corporate Identity 222 The Relationship between Headquarters and the Subsidiaries 224 The Language Problem 228 17. Corporate Communications in a Recession 231 Advertising in Recessions 234 What Happens When Corporate Ad Programs Are Cut 219 18. ... And Finally, a Word to the CEO 245 The Importance of the Company's Reputation 248 The Advantages of a Good Reputation 252 A Few Basics 257 Index 265 About the Author 273