WINNING REPUTATIONS: How to Be Your Own Spin Doctor

More media outlets, instant access to information and growing consumer affluence make it crucial for companies to focus on the face they present to the public, argues Genasi, a public relations consultant at Weber Shandwick specializing in brand communication. Here, he explores the ways companies can successfully enhance their image and weather PR crises. "There is a burgeoning, insatiable, world-wide demand for organizations to behave themselves and promote their activities in a transparent, engaging way," he insists. To accomplish this, Genasi offers a variety of strategies, tutoring readers on "speaking in headlines," finding an effective PR consultant and building a user-friendly Web site. He illustrates his points with case studies of major companies. For example, when the Body Shop of Canada was launching a new product using hemp, the company had to prepare for the possibility that the government might withdraw approval of the product at the 11th hour. With the help of a media education campaign, the Body Shop turned the suspenseful uncertainty into a news story. In Kenya, Coca-Cola was trying to gain market share for Sprite; the company orchestrated "SpriteBall," a nationwide series of basketball competitions that spread word of the product. Many of Genasi's examples are, in fact, from overseas, which may limit the book's appeal in the U.S. Still, it's a good introduction for new public relations managers or entrepreneurs. (Mar. 25)