BOOK REVIEW: PR pros can put faith in Golin's 'Trust'

Al Golin has built a career and a business, Golin/Harris, on helping companies create trust-building relationships with key stake- holders. Now, he has put his experiences into a superb book.

Al Golin has built a career and a business, Golin/Harris, on helping companies create trust-building relationships with key stake- holders. Now, he has put his experiences into a superb book.

For clients small and large, Golin speaks about developing a "trust bank," a philosophy that becomes the cornerstone of the book. His work outlines potentially devastating scenarios, and then, unlike so many other books, actually offers possible solutions. It contains what Golin refers to as the "10 Commandments for Organizational Trust," which are relevant for businesses across all industries. He provides tactical guidelines for executing campaigns and suggestions on educating clients in a new, post-corporate meltdown business arena that are also applicable to multiple sectors. This is a must read for everyone interested in business - from students, to entrepreneurs just starting out, to veteran CEOs. It is rich with real-world examples and honest advice on how to best utilize the element of trust. ----- Title Trust or Consequences: Build Trust Today or Lose Your Market Tomorrow Authors Al Golin Publisher AMACOM, 224 pages Reviewed by Alexis Walsko, president, Lola Red PR

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