It's not surprising that reputation has moved to the centre of strategic thinking. But how many companies know how to manage or measure it - let alone have a reputation strategy? Far too few. Now this expert, readable and practical report puts that right.
It’s not surprising that reputation has moved to the centre of strategic thinking, but how many companies know how to manage or measure it – let alone have a reputation strategy? Far too few.
Now this expert, readable and practical report puts that right.
The dynamics of corporate reputation and the governing factors are complex. Will an ethical stance lead to a growth of reputation capital? Will that result in improved financial performance? What are the issues that can impact most on reputation, and how best to minimise risk?
These are just some of the topics addressed by this report.
Factors that have focused the fiercer spotlight on reputation:
This report shows you how to:
‘Reputation counts now more than ever for businesses. This report turns theory into practical applications in a real-world setting. If you’re looking for a disciplined roadmap of managing reputation, you have found the right book. The content is timely and highly useful.’
Bill Margaritis, Sr. Vice President, Worldwide Communications & Investor Relations, FedEx Corp
1 The origin of reputation
3 Internal communications and corporate reputation
4 Brands: the glue of reputation
5 The tools of corporate reputation: integrated marketing communications (IMC)
6 Corporate social responsibility and ethics
7 Strategy, planning and measurement
8 Risk, issues and crisis management
9 E-marketing and reputation management
10 Case studies and essays
Susan Croft is an international public speaker and corporate trainer. She is founder and partner of ASC
Training and Consulting where she is responsible for communications and
sales training. Previously, she was a senior consultant with the
international PR firm Hill and Knowlton. Prior to this she ran her own
Los Angeles-based PR agency which was subsequently acquired by a leading
John Dalton is Director of London School of Public Relations and Branding (LSPR) and LSPR-Worldwide.
Since 1992 John has been teaching and involved with PR both in the UK
and globally. He combines his teaching with various private clients whom
he has helped with branding, image development and repositioning.
ISBN 978 185418462 7