Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation

Overview

Corporate Reputation

12 Steps to Safeguarding and Recovering Reputation

We all know reputation matters. But what do you do if yourcompany should lose its reputation? Would you know the distresssignals to look for before crisis strikes? Would you know how tobegin to restore a damaged reputation and build an enduring andlasting one? Corporate Reputation: 12 Steps to Safeguarding andRecovering Reputation does more than show you how to manage ...

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Overview

Corporate Reputation

12 Steps to Safeguarding and Recovering Reputation

We all know reputation matters. But what do you do if yourcompany should lose its reputation? Would you know the distresssignals to look for before crisis strikes? Would you know how tobegin to restore a damaged reputation and build an enduring andlasting one? Corporate Reputation: 12 Steps to Safeguarding andRecovering Reputation does more than show you how to manage acrisis immediately after an incident, disaster or disclosure. Itguides you along the long road back to recovering your company'slost reputation, and preserving its organization and culture.

Written by Dr. Leslie Gaines-Ross, one of the world's mostwidely acclaimed experts on CEO and corporate reputation, thispioneering work takes you through a 12-step reputation recoverymodel that any company can customize and apply to rebuild andrestore its good name—and prevent it from being tarnished inthe first place.

Recognizing the tangible value and good-will created by acompany's reputation, Corporate Reputation:

  • Explains why reputation, more fragile than ever, matters to acompany's valuation, well-being, and permission to exist
  • Isolates a new stage—reputation recovery—that deservesits rightful place in the reputation-building process
  • Identifies the most important steps in recovering reputation
  • Explores the roles that corporate leaders play in reputationrecovery and sustainability
  • Provides a practical, time-tested road map for restoringreputation over the long-term

Losing money is a setback for a company, but losing reputationis a major blow. Corporate Reputation shows how you can keep yourreputation strong by rallying the support of employees, consumers,investors, and other key stakeholders, so that your company's mostcompetitive asset remains alive and well.

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Editorial Reviews

From the Publisher
"The book is an easy read-which is tough to do when talking about reputation management, trust me I know-and, as the title suggests, the repair process is divided up into 12 different steps." (marketingpilgrim.com, April 3, 2008)
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Product Details

  • ISBN-13: 9780470171509
  • Publisher: Wiley
  • Publication date: 1/2/2008
  • Edition number: 1
  • Pages: 208
  • Sales rank: 1,357,810
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

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.

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Table of Contents

Acknowledgments.

Preface.

PART I.

CHAPTER 1.

Reputation Matters.

A Tipping Point.

Reputation Advantage.

CHAPTER 2.

Reputation Loss.

Reputation Erosion.

The New Reputation Rules of Engagement.

CHAPTER 3.

Second Acts.

Reputation Rising.

One Step at a Time.

PART II.

CHAPTER 4.

Rescue.

Step 1: Take the Heat—Leader First.

Step 2: Communicate Tirelessly.

Step 3: Don’t Underestimate Your Critics andCompetitors.

Step 4: Reset the Company Clock.

Conclusion.

CHAPTER 5.

Rewind.

Step 5: Analyze What Went Wrong and Right.

Step 6: Measure, Measure, and Measure Again.

Conclusion.

CHAPTER 6.

Restore.

Step 7: Right the Culture.

Step 8: Seize the Shift.

Step 9: Brave the Media.

Conclusion.

CHAPTER 7.

Recover.

Step 10: Build a Drumbeat of Good News.

Step 11: Commit to a Marathon, Not a Sprint.

Step 12: Minimize Reputation Risk.

Conclusion.

PART III.

CHAPTER 8.

Return to Flight.

Reputation Loss is All but Inevitable.

Reputation Recovery Comes With No Expiration Date.

Reputation Wounds are Often Self-Inflicted.

New Reputation Perils Lie Ahead.

Reputation Radar is Not a Luxury.

Reputation Halos Do Not Make you a Saint.

Reputation is and Always Will be a Job For CEOs.

Beyond The Bottom Line.

Reputation Capital Rules.

Notes.

Index.

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted February 13, 2008

    A reviewer

    What a fabulous read. Dr. Gaines-Ross¿ 12 Steps is a well-written, smartly researched and extremely reader-friendly book. I like how each chapter starts with a compelling story of lost reputation and missed opportunity. The author turns each corporate case history into a nail-biter, with each foreshadowing the steps that are needed to restore reputation. Her conclusions falling under ¿Return to Flight¿ are right on.

    Was this review helpful? Yes  No   Report this review
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