商品簡介
This book offers a refreshing approach to the disciplines of Reputation Management and Crisis Communication - in short, to Corporate Affairs. Written by a leading practitioner of more than thirty years, the reader will find a unique blend of insights from rich professional experience, illustrated by real-life examples, and the incorporation of applicable academic theories. The content is sometimes surprising, but always germane to the subject matter, and presented by a consummate corporate storyteller who insists all effective communication must be interesting, relevant, and compelling. The origins of this book go back to a class taught at the University of Europe for Applied Sciences, Hamburg Campus. Target audiences for this book are advanced undergratuates professionals seeking guidance, and everyone following the news and at times asking themselves how companies and their representatives can get it so wrong.
