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Waltzing with the Raptors Hardcover – 12 Mar 1999


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Product Description

Amazon Review

Corporate responsibility makes for good business. And good business, says PricewaterhouseCoopers partner Glen Peters, is the cornerstone of a successful community, whether local or global. Besides, who wants to work for a corrupt company which treats its people and environment with little or no respect? However, it's often easy to get distracted by business imperatives such as sales targets, objectives and deadlines. And if your corporate responsibility is not watertight, you're laying yourself open to the constant threat of the activist--in Peters' analogy, the vicious velociraptors of the Jurassic Age. Remember the attack on McDonald's a few years ago by two unemployed youths, for example? To cope with the risk of the unexpected, Peters explores the concept of Reputation Assurance, a framework he has developed with colleagues to help businesses stick to the straight and narrow. For global companies, Reputation Assurance provides "a consistent format for reporting conformance with values and principles". "Waltzing" with the raptors involves listening to the music--or the employees, customers, partners, shareholders and society that make up a business community--rather than relying solely on the opinions of the board or the R&D department. It's a complex theory and as such, Waltzing with the Raptors, is not light reading. But if it's worth avoiding such near-fatal blows to your company's reputation as when Coca-Cola attempted to introduce New Coke or when Exxon refused to accept full blame for the Exxon Valdez disaster, it's worth applying a system to measure and monitor your social accountability. Although American in style and format (down to the last color, mom and shopping mall), Peters (who lives in London) uses many local examples to highlight his points, such as the great British Pension Scandal. The first part of his book looks at handling the various stakeholders while the second half is a practical guide to applying Reputation Assurance to your own business. An important guide for developing an essential asset to any business. --Carey Green

Review

- "This book is full of examples presented in a highly readable, journalistic style, giving it a considerable "feelgood" element. It is thought-provoking and fun - it would make an ideal companion for a plane journey and maybe as pre-reading for a management weekend. I recommend it." -- Chemistry & Industry, 6th December 1999

These examples - Shell & Brent Spar Oil Storage Platform Disposal; BP & Greenpeace - like others cited in the book - show how companies have responded to attacks. And what Mr Peters is keen to explain is how companies can avoid getting into trouble in the first place. This is what makes his book of greater value than many of the others that have appeared in this area in recent months. -- The Independent, 23 June 1999

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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x8e989eb8) out of 5 stars 4 reviews
4 of 5 people found the following review helpful
HASH(0x8e970360) out of 5 stars latest thinking on reputation assurance 1 Mar. 2000
By Sharon Buckland - Published on Amazon.com
Format: Hardcover
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.
0 of 1 people found the following review helpful
HASH(0x8e970c84) out of 5 stars A lack of substance 17 Jan. 2003
By Don D'Cruz - Published on Amazon.com
Format: Hardcover Verified Purchase
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.
0 of 1 people found the following review helpful
HASH(0x8e532b70) out of 5 stars A lack of substance 17 Jan. 2003
By Don D'Cruz - Published on Amazon.com
Format: Hardcover Verified Purchase
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.
2 of 6 people found the following review helpful
HASH(0x8e7eec0c) out of 5 stars THE STANDARD TEXT ON REPUTATION ASSURANCE 11 Nov. 1999
By A Customer - Published on Amazon.com
Format: Hardcover
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.
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