Waltzing with the Raptors: A Practical Roadmap to Protecting Your Company's Reputation

My major criticism of Peters' rather simplistic treatise is that rather than provide any real solutions to the problems that corporations face, all his advice will do is institutionalise his critics.His appendix of activist non-governments also displays an ignorance of many of the groups mentioned. Peters would do well to go back and do some proper research.

I have read several books on this subject, looking for practical advice on how to develop a managed reputation for my company. I am a Communications Manager with 20 years' experience. This is the first book I've seen that offers a "how to" guide to implementation, which is a big step forward from previous texts which only documented the phenomenon (not very helpful if you're wanting to move on from hand wringing to problem solving). The work is easy to read and authoritative. It contains appendices that show specifically how to implement reputation assurance programmes. I recommend it highly to any PR practitioner, CEO or Board member interested in moving their organisation ahead of public opinion. If you follow the roadmap provided, you have the opportunity to make a quantum leap in the reputation stakes.

In today's interconnected global economy, a company's reputation is its greatest asset. Waltzing with the Raptors presents the novel concept of Reputation Assurance, an indispensable framework for measuring a company's reputation and social accountability. In presenting an indispensable road map to protecting any organisation's reputation, Glen Peters clearly identifies the practical steps that any company can take to achieve, monitor, and maintain a solid reputation as well as the various pitfalls to avoid.The first step is listening to the wishes of the wide constituency of institutions and people who inhabit the world market. It would be reckless, for example, to launch a new product without detailed market research. Similarly, it would not be safe to take management actions and make decisions without a careful consideration of the wishes of a company's various stakeholders.Finally, the framework promotes corporate accountability to society as a whole by contributing to the economic power of its citizens, promoting human rights, disclosing relevant information, and respecting at all times local culture and laws. Once companies learn and practise the steps, they will find their reputations the envy of all.Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan is currently Managing Partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu. He holds a Master's degree in International Business and Management from the University of Westminster in London.