Public-finance

"The 18 Immutable Laws of Corporate Reputation" (18 Laws) draws an up-to-date roadmap for (1)establishing a good corporate reputation, (2)maintaining that reputation and (3)repairing a damaged corporate reputation. Starting with the premise that a good reputation is a corporation's most priceless asset, writer Ronald Alsop presents mini case-studies of "lessons learned" from the crises faced by companies and organizations such as Johnson & Johnson, Merrill Lynch, Philip Morris (Altria), and the Roman Catholic Church to explore the benefits of a good reputation, the consequences of a bad reputation and ways to protect good reputations and fix bad ones.

While sticking mostly to the main highways of stategy development and avoiding the gritty back roads of tactical decision making, 18 Laws provides important insights into key principles and strategies for building, maintaining, and fixing corporate reputations. Though it lacks turn-by-turn directions and employs clichés with surprising frequency, this well-researched, well-organized and clearly-written business book is a worthwhile addition to the personal, corporate or PR agency library. C-level executives and corporate communications professionals can benefit in perusing the 18 laws in preparation for the next inevitable corporate crisis or as a strategic reference manual for use as the crisis unfolds.

Alsop is a senior reporter for the Wall Street Journal and I have read many of his stories over the years. I am glad that someone of his caliber has addressed the issue of corporate reputaion at a time when big business ranks about equal to politicians in public perception. Even the mafia is thought to be less sleazy!!

Alsop starts with a basic, uncontestable premise: A corporation's reputation is one of its most valuable assets. This determines how much slack a cynical public will cut it when things start to go wrong. Other assets - such as those that show up on the balance sheet - are carefully measured, tracked and managed. Reputations are not. Not even by so-called excellently managed companies.

Next Alsop lays out various 'laws' to help a company manage its reputation. The first two just talk about how important it is and how important it is to measure it. Then he becomes much more interesting as he starts laying out what a company should do build and maintain a sterling reputation.

He stresses how important it is for a company to 'live' its values and ethics and why being defensive is actually offensive. These could be bromides. What gives them value are Alsop's anecdotes drawn from a lifetime of reporting on business. These well selected stories not only illustrate his points, they also show the reader how to implement his ideas in their own situation. And there are hundreds os such stories.

For example, Alsop talks about how being socially responsible can be an important component of a sterling reputation. And he relates how Timberland does it with a range of initiatives from monitoring labor practices at its contractors' overseas factories to giving its employess the opportunity to do community service on company time. And he doesn't stop there. He tells what dozens of other companies do from Johnson & Johnson to Paul Newman's food company.

These stories and examples are, by far, the best part of the book. This is where the value resides and it is not at all difficult to take each of these examples and suitably modify it to use in your situation.

An excellent book. My one quibble is a philosophical one. I think Alsop is too easy on companies like Altria - the former Phillip Morris. Does having an exemplary ethics code with lots of employee input compensate for the fact that its core product kills when used as intended? You make up your mind on that one. Alsop shows how Altria does a lot of things right in terms of global cultural sensitivity but I would simply not have used such an example.

I found this book highly readable, balanced and full of useful information. It should become a textbook for people in the communications field and for senior executives.

The book is structured so well, with the best practices of companies clearly explained. The author is feisty in his assessment of reputation blunders and shortcomings, but he always turns them into instructive lessons.

Mr. Alsop vividly illustrates each law with detailed examples. I especially enjoyed learning about companies' tactics for dealing with Internet rumors, Merrill Lynch's crisis-management strategies, and the inside story of Philip Morris's name change.

There are also many rankings of companies with the best and worst reputations. And the author has written entertaining short pieces for some of the chapters about famous corporate apologies, the IBM Hall of Shame, and a corporate name change quiz.

Given the state of corporate America's reputation, this book should have a long shelf life.

Extremely easy to read. Easy, step-by-step approach into public speaking with very relevant topics such as its steak and sizzle technique to keep the listeners on their feet. After my speeches nowadays, people are always walking up to me afterwards complimenting me on how great the speech was, which a chunk of it is due to this book.

STIMULATING IDEAS. QUICK AND EASY READ. VERY INFORMATIVE. GIVES IDEAS FROM OPENERS TO CLSERS.

I just completed reading 101 Ways to Promote Yourself! Wow!!! So much information packed in a small package at a small price. You are a Genius! Every page of your book will be useful for me. I can't believe that such a powerful resource has been available and I had the book for 3 months before I picked it up and began to read it. Shame on me!This is a treasure. Thanks for your generosity in providing such a great reference piece at such little cost.

Once you've read Raleigh Pinskey's books, you are hooked. I started out as an engineer, and Raleigh is helping me to come all the way out of my shell. She has written the perfect book to help me out!

Needless to say 101 Ways to Promote Yourself is playing a huge role in helping me to be a successful writer. I now consider Raleight to be a success mentor. Her wisdom is easy to follow - but more than that it is right on! I guarantee that if you read this book you will have tons of marketing ideas for promoting yourself - it's that incredible.

Raleigh always covers all of the proactive bases: smart thinking, system thinking, futuristic thinking, and positive thinking. If you are truly seeking the kind of success and abundance that makes your life 100% livable - you must read this book. Some of the ideas she promotes are found in SUCCESS BOUND, another book built on learning how to live a proactively life that is God centered and fulfilling.

Ponder the wisdom and truths of this book and let them seep deep into your subconscious mind. Then step out of your shell and PROMOTE YOURSELF.

This is a book loaded with hundreds of ideas on how to promote yourself (for you and/or your business.)

For example in the first chapter the author talks about selecting a good name for your business:

What are some examples of successful names?

Independent Business magazine and Business 96 magazine (last year Business 95, next year Business 97) both hold business name contests.

These are the Independent Business winners for the first three contests (there were none in 1992 or 1993):

•1991
#1: Juan in a Million (Mexican Restaurant)
#2: Twice Sold Tales (used book store)
#3: Loch Ness Lure Co. (fishing lure shop)

•1994
#1: Curl Up and Dye (beauty salon)
#2: Johnny on the Spot (portable toilets)
#3: Brilliant Deductions (tax preparation services)

•1995
#1: Rhythm & Brews (coffeehouse with music)
#2: Wreck-O-Mend (car collision repair)
#3: Engine Newity (car engine repair)

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Zev Saftlas, Author of Motivation That Works: How to Get Motivated and Stay Motivated

Lilly Walters has assembled a collection of terrific ways to create new income streams, get more bookings, generate publicity and more. The book is a series of short tips and ideas that got my brain popping. A quick perusal left my copy dotted with sticky notes marking pages containing ideas I can use now and in the future. I am currently working through the book, a section at a time, putting the tips into action.

Although absolute beginners may want more detail for some tips, wherever you are in your speaking career you will certainly find some gems to help you become a better, more successful (and profitable!) speaker. Beginners looking for more information should also read "Speak and Grow Rich" and other excellent books on building a speaking career.