Roger Haywood

Roger Haywood is a corporate strategic adviser on reputation and organisational relationships; he is also the originator of the concept of issues analysis, auditing and management and is currently an adviser in these areas. Haywood is the only person to have chaired the two key UK professional bodies in business strategy, the Chartered Institute of Marketing. and the Chartered Institute of Public Relations.
In 2006, Haywood was awarded an honorary doctorate of letters by University College Kensington, London, for his work in education, training and corporate social responsibility.
Career
For eight years, early in his career in the 1980s, Roger Haywood was deputy chairman of the Public Relations Consultants Association. He also was a founder in 1988 and, later, chairman of what became the world's largest network of independent business communications consultancies, the Worldcom Public Relations Group.
His consultancy, Roger Haywood Associates Limited, active between 1982 and 1992, was a founder-member of Worldcom and initially he helped form and chaired the European region of the group and was then invited to chair the global body, the first non-American to hold the role. During his period as chairman, he built the body to become the world’s largest partnership of independent public relations consultancies. Roger Haywood Associates became one of the UK public relations industry leaders with three offices in the UK, with London as the coordinating office of the European region within the Worldcom Public Relations Group.
In his role as chairman, he was the consultancy’s lead adviser in marketing and business communications, specialising in corporate reputation strategies in both the commercial and non-profit sectors for organisations such as British Airports Authority, Cadbury Schweppes, Compaq, 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.
He chaired and developed leading consultancies, notably the London independent Kestrel Communications Limited between 1992 and 1998, before setting up the specialist advisers, Issues Analysis Limited, with its head office in the City of London, which later was restructured as Issues Managers. The consultancy advises on the management of issues, the changing of public perceptions, lobbying, reputation development, corporate communications and media management. It has advised organisations including Amnesty International, Aventis, the European Commission, General Electric, Sainsbury's and others. He founded and chaired the Public Relations Standards Council, an independent educational advisory body. The PRSC was set up to raise the awareness of the need for performance measures in the profession, particularly to support users of public relations resources whether consultancy or in-house teams. It produced the industry's first practice guidance code, contributed to and supported by many professional bodies in communications, marketing and business development.
Haywood has also chaired conferences and lectured in recent years at events in major international business capitals including Amsterdam, Beijing, Buenos Aires, Hong Kong, Istanbul, London, Riyadh, Shanghai and Stockholm. In the Middle East he is one of the most highly rated seminar leaders with the Institute for International Research in Dubai, for which he presents senior strategic workshops; he has presented these to over 5000 delegates to date.
Contribution to Industry
Roger Haywood is credited with inventing the discipline of issue management. He ran the first for one of the world's largest chemical groups, then known as Rhone Poulenc in 1984. The technique identifies all current and likely future issues, rates the potential plus or minus impact of these, prioritises them and helps management to develop effective management and contingency policies. Recently he has developed leading edge workshops and seminars, presented around the world, covering detailed training programmes on how to manage corporate reputation, business communications, branding and corporate relationships.
Other Work
Roger Haywood has written what has been described as the definitive management guide to business communications, widely used in universities and colleges, All about public relations, which is believed by the publisher McGraw Hill to be the best selling text on the subject. He also wrote Managing your reputation, with a foreword by Lord Marshall, then chairman of British Airways, and quoting the experience of many business leaders. This was followed by Public relations for marketing professionals, published by Macmillan and endorsed by the Chartered Institute of Marketing. His most recent book, Corporate Reputation, the Brand and the Bottom Line, was launched by the publisher Kogan Page in the Houses of Parliament.
As the world’s first issues analyst, he is regularly quoted in the media, researching and putting his perspective on factors that shape public opinion and the related media coverage. Haywood also chairs and speaks at conferences and other business events and is represented by agency Gordon Poole. He is also a visiting lecturer in the business schools of leading universities and has held a number of non-executive board positions. His experience is used in the ebook that he has produced, designed to help young professionals, particularly graduates, to build a successful career in public relations.
Books
* All About Public Relations, (1991) McGraw Hill
* Managing Your Reputation, (1994) McGraw Hill
* Public Relations for Marketing Professionals, (1998) Macmillan Press
* Manage your Reputation, (2002) Kogan Page
* Corporate Reputation: The Brand and the Bottom line (2005), Kogan Page

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