BOOK REVIEW: 'Immutable' will alter negative PR views

For a journalist, Ronald Alsop, the marketing columnist for The Wall Street Journal, has a remarkably enlightened view of what it takes to manage a company's reputation. You won't find any railings against the PR profession here. Rather, Alsop makes a strong case for the value of communications in building and maintaining a good corporate reputation.

For a journalist, Ronald Alsop, the marketing columnist for The Wall Street Journal, has a remarkably enlightened view of what it takes to manage a company's reputation. You won't find any railings against the PR profession here. Rather, Alsop makes a strong case for the value of communications in building and maintaining a good corporate reputation.

Alsop illustrates his 18 laws with many real-world examples. He shows sound judgment in discussing these cases. His advice, thankfully, goes beyond the simplistic and covers many of the trade-offs involved in dealing with complex reputation issues. Although Alsop's book may not add much to the education of seasoned corporate communicators, it does offer a useful overview of the field. Its real value, however, lies in sensitizing senior execs to the importance of reputation management. Buy copies for your CEO and spread them liberally around the boardroom. Title The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset Author Ronald Alsop Publisher Free Press (March 2004), 288 pages Reviewed by John Weckenmann, an SVP at Ketchum

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