Exposure: Utilizing media to shape corporate image

Author: Gustav Carlson (USA) Chu Feng
Publisher:
Publish Date: 2001-11-01
Features: Media is a double-edged sword: it can open a world full of opportunities for a company, but it can also plunge it into crisis. In this regard, the powerful Intel company has experienced firsthand the pain of this double-edged sword that can take you to the heavens and the earth, loved and hated. How should companies deal with this? The author of this book, who previously worked as a financial journalist for renowned newspapers such as The New York Times in the United States and later served as a spokesperson and image consultant for many large companies in the Fortune 500, has accumulated years of practical experience. In this book, he dissects firsthand cases to teach companies how to use the media to convey favorable information and how to mitigate the disaster brought by sudden rumors. It is an excellent practical manual for shaping corporate image. After reading this book, you will add a sharp weapon to your arsenal of tools for shaping corporate image.