Manage Your Reputation by Roger Haywood
Haywood comes across as a naive Pollyanna; his core points consist of:
Nowhere does he acknowledge that companies have PR problems simply because they have one viewpoint and someone else has a different (possibly brand new) viewpoint. So how do you reconcile those differences? It seems highly improbable that just "keeping an open door" will prevent anything from getting out of hand.
How you handle viewpoint differences = 100% of the PR game.