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In the past few years, more authors have turned their attention to the subject of reputation and its value to an organization, but none has brought to the subject the global perspective of Michael Morley. Morley was a practitioner of international public relations long before it became fashionable, and the wealth of case history material included in this book reflects the depth of his expertise in the subject.

Now revised and updated, this contains new chapters on how the Internet is destroying hierarchies and empowering individuals, the phenomenon of the celebrity CEO, and the effect of globalization on PR. Morley includes fresh case studies (including the Firestone Tire/Ford Explorer controversy) to illustrate best and worst practices of management of global reputation. With forty years of international experience, Morley draws important lessons for the conduct of effective public relations.