<P>The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organizations performance and in persuasively communicating a company's ethical and socially responsible behaviour, these groups can be kept onside.</P> <P>Supported throughout by lively examples, this book contains guidance for implementing strategies that engage stakeholders - highlighting those organizations which employ communication professionals as key performers. Van Riel reveals how a dominant logic develops among executives, which influences styles and techniques of trust-building communication.</P> <P>The practical insights demonstrated via cases including Google, Unilever and&nbsp;Barclays make this book useful reading for MBA and other graduate classes across areas such as public relations and&nbsp;reputation management as well as thinking managers across the globe.</P>