Essentially, Alsop has produced an entertaining and reasonably insightful piece of work – many of his laws are intuitively common-sense, and you can’t help but get the feeling that this is one of those books where readers will turn to the chapters detailing disaster stories of brands that have stumbled astray.
Learning from the mistakes that others make is the best kind of learning – all the gain and none of the pain.
Alsop’s views and examples are drawn ostensibly from the US, where corporate reputation management is a fine art, and for good reason.
But there are learnings to be drawn for UK media businesses and brands, from the smallest to the biggest – from crisis management to message consistency and living your values.
If that last one’s got you scratching your head a wee bit perplexed, Alsop’s book is available through all good retailers now.
£17.99, Kogan Page,
By Ronald Alsop
4 out of 5
Review by Chris Taylor, head of media relations, IPC Media