Good afternoon, everyone. I am pleased to be here. My name is Dr. Ayobami Ilori. I lecture at The Open University, UK.
My job here is to review the book, LOOK REALLY GOOD… How to make money and increase your influence with an excellent reputation.
Drawing from his rich experience in the spectrum of public relations, journalism, political communication, marketing communication, crisis communication, and digital marketing, the author of this book has made a commendable attempt to guide readers on how they can stand out from the crowded market space, become highly sought after, desirable, and irresistible.
Just as we have heard from the guest speaker, your reputation is the gateway to prosperity and influence. A good reputation equals more money in your pocket. A battered reputation is a pathway to penury and irrelevance.
It is a truism that customers and clients in every country and culture patronise and do business with brands and individuals they love. The electorates elect leaders they love.
The 148 pages book is divided into eleven chapters. At the end of each chapter, there is a summary or nuggets which will help a cursory reader to have a grasp of what the chapter is in few minutes. The summaries/nuggets are aptly termed LOOK GOOD TONIC! We all know what a tonic does to the body. It invigorates, refreshes and stimulates. I guess that is the reason for the LOOK GOOD TONIC – to refresh and invigorate the reputation of the readers so that they can look good and be desirable!
In this review, I will attempt to pour you some of the tonic from each of the chapter. I will therefore delve into the book, chapter by chapter, to serve you this delicious delicacy prepared by Samuel Adeyemi.
To establish his qualification to write on the subject of PR and Reputation Management, in the book’s introduction, the author ushers in the readers into his world by hoisting aloft his impressive professional profile in the field of media and reputation management
He notes that he has garnered substantial experience by working in Journalism and PR. He asserts that the ideas and propositions in this book are time-tested strategies that he had implemented over the years for hundreds of people in different walks of life.
Chapter 1 of this book is called PERCEPTION IS EVERYTHING. The author opens the chapter with a true story of two people that he encountered: One looked good to the extent that multi-million dollar projects were running after him, while the other went around town searching for $20 to execute a project.
He contrasts these two stories and argues that reputation made the difference. According to him, “This speaks to the importance of having an excellent reputation. In business, your reputation is everything.”
“Being liked is one of the visas you need on your passport to the world of affluence, prosperity and influence.”
“Reputation can either mar or make any business or career. When you are being considered for appointment, promotion, or contracts, likability plays a major part.”
Chapter 2 looks at the strategies for building strong reputation. The author shows readers how to build an appealing reputation that will attract people.
SWOT analysis was one of the tools presented here on how to build an appealing reputation.
The author follows it with strategies for taking advantage of PR Opportunities in order to create an excellent reputation. He states that: “PR is less costly if done the right way. Lend your voice to what’s happening in your community, country and continent; write an article for publication in newspapers/blogs; phone-in to program and display your knowledge/expertise.”
Chapter 3 delves into how to build a reputation in the online world. As we all know, one of the greatest changes that have affected the way we live and do business is the revolution in the online space. As a result of that revolution, I can speak here in the UK and all of you on this Zoom call can see and hear me from around the world. In few years past, this was unthinkable.
So, the authour argues that in managing your reputation online, you need to be a One-man PR and Advert Agency for Your Personal Brand!
According to the authour, “as you climb the corporate ladder, advance in your career, make headway in your business or seek elective office, expect that your name will be constantly queried on search engines by your business partners, clients, employers, supporters and foes! That’s the reason you must take your online reputation seriously. Split second decision on whether to associate, do business, or support you, are made simply by information relayed on the front page of Google or your social media feeds.”
“You need to know that if you don’t want an issue to be associated with you, in whatever form; don’t put it online on any platform whatsoever. Avoid tweeting it. Don’t post it. Don’t like it. Ensure your comment(s) on status updates can be referenced without leaving you feeling any sense of shame.”
He goes ahead to show readers how they can put their best foot forward on Google when their names are googled.
While citing the examples of how he got a speech writing job from a top politician and an employment offer to be the corporate affairs manager of a major bank in Nigeria, as a result of his optimized LinkedIn page, the authour shares insights into the strategies needed by readers to have an excellent LinkedIn account which will earn readers jobs and businesses on LinkedIn.
In chapter 4, the authour shares some ‘trade secrets’ on how the readers can earn free publicity in the media without being notorious.
This chapter also gives readers how to court and earn the attention of journalists as well as bring to light some tips you can use that would earn you wide publicity during a press interview.
Social media influencers are smiling to the bank. Do you want to know how to be a social media influencer and have big brands and businesses running after you? Check Chapter 5. It is a complete guide that you need.
In the business world, thought leadership is one of the buzz world that executives and professionals are familiar with.
But attaining the enviable status of thought leadership takes time and strategic thinking. In Chapter 6, the authour opens the eyes of the readers to the pathway that will lead them to becoming a thought leader.
WHAT TO DO WHEN YOU LOOK BAD (Crisis Communication Strategies) is the title of Chapter 7. Remember that the premise on which this book stands is that a good reputation is a precursor and catalyst for making money, making impact and influencing people.
According to the authour, Life happens. There are times you make mistakes and then all hell break loose, which may cause reputation damage. Then, the source of your livelihood and influence may be endangered.
When reputation is ruined, it will be very difficult to make any impact. Of course, making genuine money is certainly out of the question.
According to Robert Green in his book, 48 Laws of Power, “Reputation is integral to power. So much depends on reputation—guard it with your life”.
With rich case studies of local and international brands that found themselves in crisis situation, the authour plots a pathway for the readers of this book to see how they can come out of every reputational crisis unscratched.
In Chapter 8, readers are shown how they can have good reputation through the power of book.
Chapter 9 and 10 open the readers into the world of emotion and how it can put money in their pockets, win election easily as a Politian and look good.
While relying on the words of Seth Godin which states that “people that do not buy goods and services. They buy relations, stories and magic.” The authour argues that no matter the profession you have found yourself, communication is inevitable. You need to negotiate, bargain and convince those you come across to accept your ideas, proposals and offerings.”
In this chapter, he exposes readers to the power of using emotions to influence target audience in business and in politics.
While Chapter 9 focuses on businesses, chapter 10 looked at how politicians can use emotion to influence voters.
The last chapter examines the place of MAKING MONEY AND LOOKING GOOD WITH EXCELLENT CHARACTER.
Quoting from AZ Big Media Editorial which says that “Without good character, money will disappear. Your character can alter the amount of money you earn’’ the authour shows the correlation between excellent reputation and making money.
I quote from the book: “Without character, your vision in this new era will be like a visually appealing pot of stew with scintillating aroma, but without commensurate excellence in the taste department. Anyone deficient in character has no place in this new era.”
In conclusion, this book will give you the strategies and approaches that you can adopt straightaway to make you look really good, make money, increase your influence and gain recognition as a leader in your field.
You need it if you want to fly higher.
I hereby present to you: LOOK REALLY GOOD!
Thank you.
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