Trust or Consequences: Build Trust Today or Lose Your Market Tomorrow

By Al Golin

Book Overview

This book shows what makes such strategies work, and reveals the eye-opening results of a survey of over 700 business professionals.

The recent rash of corporate scandals?and the ensuing financial ruin of companies and their stockholders -- proves that even the bluest of blue chip businesses cannot bank on the blind faith of consumers and investors. More than ever, corporations must rebuild, restore, and strengthen bonds of trust.

Al Golin has helped create trust strategies for global business leaders including The Walt Disney Company, Hewlett-Packard, McDonald's, Toyota, Owens-Corning, and many others. In Trust or Consequences, he reveals how to:

create an effective trust strategydetermine the impact of trust issues on stakeholdersassess trust-building performance and calculate the difficulty of restoring trustcreate a "trust bank" for saving deposits of good will to draw on as needed

This invaluable resource offers tools for identifying trust opportunities, as well as numerous inside accounts of trust-building successes and failures by high-profile organizations and leaders. Filled with provocative ideas about why many companies overlook trust issues, Trust or Consequences brings the subject to center stage -- where it must remain if companies are to regain stakeholder loyalty and competitive advantage.

• Format: Paperback
• Language: English
• ISBN: 0814473881
• ISBN13: 9780814473887
• Release Date: February 2006
• Publisher: Amacom
• Length: 224 Pages
• Weight: 0.92 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"
• Age Range: 17 years and up
• Grade Range: Grade 12 and higher

Customer Reviews

Making the Case for Public Relations

PR legend Al Golin makes the case for public relations in a single word: "trust," the asset that can elevate or save an organization. His trust-building method comprises a mix of PR specialties: media relations, internal communications, corporate social responsibility, crisis communications, and ethics counsel. Mr. Golin makes his points with a half-century of PR examples-- The good: Clark Gable's patience with autograph seekers; Johnson & Johnson's handling of the Tylenol tampering crisis The bad: Ford and Firestone blaming each other following Explorer rollovers; corporate scandals and CEOs running amok during the past decade This informative book serves an additional role: it is a "sales manual" that can help PR pros teach corporate leaders the true value of public relations. Mr. Golin examines common executive mistakes and misconceptions (avoiding the media, hoping a crisis `blows over,' not disclosing bad news to employees) juxtaposed with the correct actions in the given scenarios. Salespeople learn how to "overcome objections" to make the sale. In Trust or Consequences, we learn from a master how to sell bosses and clients on good PR.

Beyond "corporate reputation management" and "truthful mktg"

This book could not come at a more appropriate time. In today's business environment corporations and marketers seemed to have lost perspective on the one key element that keeps them connected to stakeholders - trust. You hear a lot about "corporate reputation management" and "truthful marketing", but trust is the real bottom-line. Mr. Golin's book clearly outlines key, easy actions that any brand or corporation can incorporate. The "Ten Acts of Trust" and "The Ten Commandments of Organizational Trust" are "must-read" and "must-implement" chapters. I recommend to marketing and communications professionals everywhere.