Truth Be Told

How Authentic Marketing and Communications Wins in the Purposeful Age
1. Auflage 2021
ISBN: 978-1-3986-0016-4
Verlag: Kogan Page

Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 599 g

Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Toldwill help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.

Autoren/Hrsg.

O'Brien, John

Gallagher, David

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: The world – what you need to know;
  • Chapter - 02: The truth – what we mean by it;
  • Chapter - 03: The why – understanding the context of truth and purpose;
  • Chapter - 04: The where – finding truthful purpose in business;
  • Chapter - 05: The way – how your culture is key;
  • Chapter - 06: The how – audiences and stories;
  • Chapter - 07: The what – understanding your channels;
  • Chapter - 08: The wow – how to measure success;
  • Chapter - 09: Activate NOW;

Über Autor(innen)

Gallagher, David
David Gallagher, based in London, UK, heads international growth and development for Omnicom PR Group. He is co-chair of the PRCA Ethics Council, past ICCO president, past Cannes Lions jury president and serves on the court of the London School for Hygiene & Tropical Medicine, among other advisory boards.

O'Brien, John
John O'Brien MBE is a highly experienced senior executive, non-executive and special advisor, with extensive cross-sector leadership on ethical and sustainable business purpose and its related Public Relations, reputation management marketing and public campaigning aspects.

A recognized expert and bestselling author, O'Brien has held appointments as Chairman, CEO and MD of various business and social enterprises over the last thirty years, with operations covering more than twenty countries in Europe, North America, the Middle & Far East, and over half of the FTSE 100.

He has advised members of two overseas royal families, various UK Governments, and previously spent ten years as HRH The Prince of Wales's personal Managing Director of programmes at the business network BITC, leading CSR and Sustainability initiatives.

In his role as a social changemaker, O'Brien has supported various charity agendas and created several renowned mass public engagement campaigns, including the 2012 'Jubilee Hour' which the UK Government recognized as the largest mass mobilization of volunteers since WW2 (with 2.7 million participants and a WW1 commemorative initiative). As a result of these and other projects, he was appointed by Her Majesty The Queen as a member of the most honourable order of the British Empire.

John O'BrienMBE, based in London, UK, is an advisor to business, non-profits, and government bodies on purpose, its activation, organizational culture, partnerships and performance change globally. He is a senior purpose strategist and EMEA managing partner of Omnicom's ONE HUNDRED agency collective. David Gallagher, based in London, UK, heads international growth and development for Omnicom PR Group. He is co-chair of the PRCA Ethics Council, past ICCO president, past Cannes Lions jury president and serves on the court of the London School for Hygiene & Tropical Medicine, among other advisory boards.