This book takes a look at an area which many companies neglect, but which is crucial to survival and success. This is the reputation of the firm - the way in which it is perceived by customers and clients, who, as research shows, are influenced by what they see as good or bad corporate behaviour. The most successful and enduring companies understand this and manage reputation like any other valuable corporate asset, in order to maintain customer loyalty and good employee relations. This process goes far beyond merely adopting a glossy programme of PR and slick advertising. It involves a genuine commitment to excellence in all aspects of corporate activity. The book details how to draw up, implement and manage the necessary programme of corporate communications both inside and outside the company.