Case Studies Covered During This Course: Public Relations Successes: • BBC: Facing crises, the corporation fired weak management and made major changes • Dove: Intelligent strategies brought yet another average soap brand to market leader • Land Rover: Skillful market analysis helped the car maker dominate the world’s 4x4 market • Red Bull: Organisation of the world record skydiving event’s success massively raised its profile • Toyota: Consistency in almost everything it does Public Relations Failures: • BP: A PR fiasco, resulting in the collapse of both reputation and sales • European Union: World’s largest international alliance fails to win support of millions of its citizens • Ford/Firestone: Cover-up of fatal accidents led to bitter fight and billions lost by both companies • Qantas: Lazy thinking on grounding planes resulted in collapse in customer confidence • Sony: Ten day delay in dealing with data scandal cost the Japanese giant its credibility
Meet Your Expert Course Director Roger Haywood is a leading UK corporate strategist and commentator on business issues. He is recognised as one of the world’s leading professional Public Relations and marketing trainers. Having created and led leading consultancies in corporate Public Relations and business planning, Roger has advised various international market leaders at board level. More recently, he has also moved into training and corporate strategy. Earlier in his career, Roger developed the innovative business process of issues analysis and management. He ran the world’s first issues audits for organisations including Amnesty International, pharmaceutical leaders Aventis, the International Commodity Traders Cargill, Compaq Computers, the European Commission, General Electric, ICI, major food retailers Sainsbury’s and Unilever. The technique identifies current and potential issues that could affect operations; the audit then rates their potential impact and helps management develop effective strategies and contingency policies. In consultancy, Roger has been a board advisor for organisations such as the Archant publishing group, British Airports Authority, Cadbury Schweppes, Cranfield University School of Management, Electrolux, the First transport group, General Motors, ICI, Rolls Royce, Thomas Cook and Unilever. In honorary capacities he has advised The Child Poverty Action Group, Children First, The Children’s Wish Foundation and The Marketing Society. Haywood founded the Public Relations Standards Council, set up to create standards for Public Relations operations. He has chaired and is a fellow of both the Chartered Institute of Marketing and the Chartered Institute of Public Relations. He was also deputy chairman of the UK’s Public Relations Consultants Association. He was a founder and, later, chairman of the Worldcom Public Relations Group, building the body to become the world’s largest partnership of independent Public Relations consultancies. In his recent career, Roger has developed and presented training workshops across many of the major business capitals of the world. He is also a registered lobbyist with a particular interest in economic policy and development. Roger was appointed chief examiner of CAM (the UK Communications, Advertising, Marketing Education Foundation) for which he wrote the diploma syllabus for Public Relations. To provide the essential education base for students, he wrote the definitive guide to business communications ‘All About Public Relations’, published by McGraw-Hill, which became the best selling text on the subject. He also wrote ‘Managing Your Reputation’ and ‘Public Relations For Marketing Professionals’, published by Macmillan for the Chartered Institute of Marketing. His most recent book is ‘Corporate Reputation, The Brand And The Bottom Line’, published by Kogan Page. In 2006, Haywood was awarded an honorary doctorate of letters by University College, London, for his work in corporate social responsibility.
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