Manage Your Reputation by Roger Haywood

Haywood comes across as a naive Pollyanna; his core points consist of:

1. Plan a lot
2. Be aware of your company's impact
3. Measure where and how often you see company-related communication
4. Employees are all communication officers; use them
5. C*O positions involve drama and they must be coached into acting well
6. If it could look bad, don't do it!

Nowhere does he acknowledge that companies have PR problems simply because they have one viewpoint and someone else has a different (possibly brand new) viewpoint. So how do you reconcile those differences? It seems highly improbable that just "keeping an open door" will prevent anything from getting out of hand.

How you handle viewpoint differences = 100% of the PR game.