Leslie Gaines-Ross

Corporate Reputation (eBook, PDF)

12 Steps to Safeguarding and Recovering Reputation

• Format: PDF

Produktbeschreibung

Praise For Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation

"In a sea of business books, Corporate Reputation is a beacon of light for all leaders and future leaders looking for direction in the treacherous waters of a volatile business environment. It delivers a message that's provocative, insightful, and needs to be heard." -Heidi Henkel Sinclair, Director of Communications, Bill & Melinda Gates Foundation

"Every CEO, senior executive, and, increasingly, board member now appreciates the importance of building and protecting a company's reputation. Anyone who depends upon or shapes a company's reputation-customers, employees, news media, NGOs, and bloggers-will benefit from reading Dr. Gaines-Ross's book and will learn more about the influence they wield over corporate reputations." -Dr. Robert G. Eccles, Senior Lecturer, Harvard Business School

"At a time when companies are facing unprecedented reputation crises comes a timely primer from Dr. Gaines-Ross that tells us what companies need to do to bring their reputations back from the brink. The book's 12-step reputation recovery model captures what we know about effective crisis management, and brings the process to life with a host of detailed case examples. It's right on the mark!" -Dr. Charles Fombrun, CEO, Reputation Institute

"Finally, a book that clearly, realistically, and compellingly explains how companies of all types and sizes can protect and restore an invaluable company asset-corporate reputation. Brilliant insights and practical solutions leap from each page! A definite must-read for business professionals everywhere." -Anthony Sardella, CEO, Evolve24 and Adjunct Professor at the Olin School of Business, Washington University in St. Louis

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Produktdetails

• Verlag: John Wiley & Sons
• Erscheinungstermin: 16. Juni 2008
• Englisch
• ISBN-13: 9780470245477
• Artikelnr.: 37291381

Autorenporträt

DR. LESLIE GAINES-ROSS is Chief Reputation Strategist for Weber Shandwick, a global public relations firm. She is the architect behind landmark research in the areas of CEO reputation and corporate reputation and the www.reputationRX.com Web site. Before joining Weber Shandwick, Dr. Gaines-Ross was the Communications and Marketing Director for Fortune. Her work has appeared in publications including the Financial Times, Fortune, BusinessWeek, the Times of London, Forbes and The Wall Street Journal. She is currently on the Executive Advisory Panel of Corporate Reputation Review, an international journal devoted to the management of corporate reputation.

Inhaltsangabe

Acknowledgments ix
Preface xiii
Part I
Chapter 1 Reputation Matters 3
A Tipping Point 3
Reputation Advantage 6
Chapter 2 Reputation Loss 11
Reputation Erosion 11
The New Reputation Rules of Engagement 15
Chapter 3 Second Acts 25
Reputation Rising 25
One Step at a Time 28
Part II
Chapter 4 Rescue 37
Step 1: Take the Heat-Leader First 42
Step 2: Communicate Tirelessly 53
Step 3: Don't Underestimate Your Critics and Competitors 65
Step 4: Reset the Company Clock 68
Conclusion 72
Chapter 5 Rewind 73
Step 5: Analyze What Went Wrong and Right 77
Step 6: Measure, Measure, and Measure Again 88
Conclusion 94
Chapter 6 Restore 95
Step 7: Right the Culture 98
Step 8: Seize the Shift 106
Step 9: Brave the Media 119
Conclusion 124
Chapter 7 Recover 125
Step 10: Build a Drumbeat of Good News 127
Step 11: Commit to a Marathon, Not a Sprint 133
Step 12: Minimize Reputation Risk 135
Conclusion 143
Part III
Chapter 8 Return to Flight 147
Reputation Loss is All but Inevitable 148
Reputation Recovery Comes With No Expiration Date 150
Reputation Wounds are Often Self-Inflicted 151
New Reputation Perils Lie Ahead 152
Reputation Radar is Not a Luxury 154
Reputation Halos Do Not Make you a Saint 155
Reputation is and Always Will be a Job For CEOs 156
Beyond The Bottom Line 158
Reputation Capital Rules 159
Notes 161
Index 175