I am writing a book. With Stephen Waddington. It is frank, pragmatic and does not use long words. Not too many anyway.

It’s about the future of brand reputation and, therefore, what the future may hold for PR.

We’ll be previewing some of the content before it’s published. But in the meantime, here’s what the first chapter covers, and I’ll have details of other chapters in the near future. Don’t expect an-time classic, but do expect sound advice and a hefty dose of honesty:

- Pace of technological change has caught the practice of reputation management on the hop. And many brand managers feel control is slipping away.

- How PR exercised ‘control’ in far simpler times

- The fragility of relationships with customers, shareholders, media and reputation influencers

- The editorial world: how it has changed, how it is changing and the factors that will govern corporate reputation as that change accelerates

- In pursuit of the science of reputation. Digitisation can bring automation and mechanisation, but does that help your reputation?

- Judgement in the glare of an agile direct and indirect media

- If control has gone, can brands take greater command?

Stay tuned.