Reputation Management

Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company' s reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, perceptions and corporate reality in order to foster behavior that helps a company achieve its business goals. It needs to be based on thorough research and requires orchestrated execution through management processes across organizational units, communication disciplines, and countries. This calls for a management system to establish a closed cycle of strategic planning, implementation, performance measurement, and reporting. The book gives answers to the following questions: What is reputation and which conceptualizations do exist? What are the state-of-the-art methods and tools to measure corporate reputation? What are best practice examples and future trends in the field of corporate reputation management?

'Reputation Management' is a how-to-guide for professionals and students in corporate communications that rests on the premise that corporate reputations can be measured, monitored, and managed.

Corporate reputation is important in gaining long-term competitive advantage and building company value. Thus, the author points out the need to manage reputation, which, due to its complex nature and multidimensional character, is a serious and difficult challenge. The author develops a strategic model for family business reputation management. The book presents the review, systematization and synthesis of views on the notion of reputation and its role in building company value, the determinants of reputation; the identification of the characteristics and distinguishing factors of family businesses, areas of reputation building and resources involved in family business reputation building processes; and the description of determinants, components and processes in the field of corporate reputation management, and the identification of key links between them. It also identifies the key elements of the concept of family business reputation management and the relationship between them and practical recommendations for the use of reputation management concepts in improving the functioning of family businesses. The developed model can undoubtedly be seen as a pioneering contribution to research into the competitiveness of enterprises. The book will therefore be useful to researchers, students and managers who are interested in decision-making in family businesses, entrepreneurship and small business management, and leadership studies.

The book aims to give senior executives and communications professionals a guide to the importance of reputation (in terms of how positively or negatively an organisation is perceived by stakeholders such as employees, customers and members of the media), and inspire their thinking in managing reputation.

Handling a crisis and knowing how to manage the potential reputational damage that can occur has become a top priority for all businesses. Learn from international brands like Nestle, Unilever, McDonalds, Cadbury, RBS and more, to discover the value of reputation management and how to effectively and proactively approach the Corporate Social Responsibility of your business. Whether it is an internal or external crisis, now more than ever brands and organizations are having to understand and respond rapidly to shifting public values, rising expectations, demands for public consultation and increasingly intrusive news media. Crisis, Issues and Reputation Management defines and explores the value of reputation, providing practical guidelines for effective reputation management that will resolve issues with minimum damage and disruption to the business. Showcasing a variety of crises through a range of case studies from international brands including Nestle, Unilever, General Electric, McDonald's, Coca-cola, Cadbury, Tesco, Pan Am, RBS and more, this definitive handbook provides a new and broader perspective on the topic for new and seasoned practitioners alike. Practical and accessible, it outlines a comprehensive approach to managing situations that may turn into crises - and handling crises once they occur.

Strategic Reputation Management examines the ways in which organizations achieve "goodness" through reputation, reputation management and reputation strategies. It presents a contemporary model of strategic reputation management, helping organizations and stakeholders to analyze the business environment as a communicative field of symbols and meanings in which the organization is built or destroyed. Authors Pekka Aula and Saku Mantere introduce the eight generic reputation strategies, through which organizations can organize their stakeholder relationships in various ways. They illustrate their arguments using real-world examples and studies, from the Finnish Ski Association to Philip Morris International. This book serves as required reading in advanced courses covering public relations practice, advanced topics in PR, corporate communication, management, and marketing. Professionals working in PR, business, management and marketing will also find much of interest in this volume.

Reputation Management is an established how-to guide for students and professionals, as well as CEOs and other business leaders. This fourth edition is updated throughout, including: new social media management techniques for the evolving age of digital media, and perspectives on reputation management in an era of globalization. The book is embroidered by ethics, and organized by corporate communication units, such as media relations, issues management, crisis communication, organizational communication, government relations, and investor relations. Each chapter is fleshed out with the real-world experiences cited by the authors and contributions from 36 leaders in the field, including The Arthur W. Page Society, the International Communications Consultancy Organization, the PR Council, CVS Health, Edelman and Ketchum. This was the first book on reputation management and, now in its fourth edition, remains a must-have reference for students taking classes in public relations management, corporate communication, communication management, and business. CEOs, business leaders, and professionals working in these areas find it a reliable resource for measuring, monitoring and managing reputation.

ORGANIZATIONAL REPUTATION MANAGEMENT Teaches public relations through the management of relationships with key organizational publics, perfect for business and management students Organizational Reputation Management: A Strategic Public Relations Perspective presents comprehensive coverage of how corporations, governments, and non profit organizations build and maintain their reputation. This unique textbook provides students with a solid understanding of the function of public relations as a strategic activity, as author Alexander V. Laskin offers a real-world relationship management perspective while employing an innovative approach to defining and analyzing reputation. Student-friendly chapters introduce all essential concepts of reputation management, describe the entire process of reputation management, help future organizational leaders appreciate the importance of reputation, explain measurement and evaluation methods, and define organizational reputation through relationships with key stakeholders such as investors, employees, and customers. Designed to be used with the PRSA MBA/Business School Initiative curriculum, Organizational Reputation Management demonstrates how to apply the Research, Planning, Implementation, and Evaluation (RPIE) process, the Paid, Earned, Shared, and Owned (PESO) communications model, the Barcelona Principles, and other key public relations concepts in the context of organizational reputation. Organizational Reputation Management: A Strategic Public Relations Perspective is the ideal textbook for undergraduate and graduate courses in reputation management, public relations management, and strategic communication.