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This report aims to transfer my (the author’s) structural capital and tangible know-how in driving communication, especially PR and promotion, within international consultancy companies. The report is based upon my 15+ years experience of communication and of driving traditional as well as digital PR within international professional service firms (PSF). The role I have had in the different organizations has been as CEO, Chairman, VP of Training, advisor and external consultant.
Communication is universal and takes place through many channels. PR is only one part of the communication mix but a very efficient one for PSFs as it is B2B and highly dependent upon trust and a good reputation. To understand reputation and its management there are three key questions:
1. Reputation with whom? That is, the key stakeholders you want to impact.
2. Reputation for what? That is, what do you want to be known for?
3. Reputation for what purpose? That is, how can the reputation you want help your business
become more successful?