Reputation Management: The Key to Successful Public Relations and Corporate Communication / Edition 2

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Reputation management is the most important theme in corporate and organizational communication today. Leading corporate communicators and educators John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. Heads of government and non-profit agencies don't do much better managing the reputation asset, as recent scandals demonstrate. Yet, when leaders get reputation right over the long term, they follow certain principles, like the ones described here for the first time by Joe Hardy, one of the world's most successful builders.

This book is a how-to guide for professionals and students in public relations and corporate communication, as well as for CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units (media relations, employee communication, government relations, and investor relations, for example), the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors-and it is this rare book that focuses on practical solutions. Each chapter is fleshed out with real-world experience by the authors and their 25 contributors, including Lynn Appelbaum, The City College of New York; Gail S. Belmuth, International Flavors & Fragrances, Inc.; Kenneth P. Berkowitz, Healthcare Marketing and Communications Council; Roberta Bowman, Duke Energy Carolinas (formerly, Duke Power); Sandra Boyette, Wake Forest University; Andrea Coville and Ray Thomas, Brodeur; Lou Capozzi, Publicis; Steve Doyal, Hallmark; Anthony P. Ewing, Logos Consulting Group; Ed Ingle,Microsoft Corporation; James E. Lukaszewski, The Lukaszewski Group; Tim McMahon, McMahon Marketing; and Judy Voss, the Public Relations Society of America.

About the Author:
John Doorley, is academic director and clinical assistant professor of the M.S. in Public Relations and Corporate Communication program at New York University

About the Author:
Helio Fred Garcia is an adjunct professor of management in the Executive MBA program of New York University's Stern School of Business

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Editorial Reviews

From the Publisher

"The authors have found the right balance between academic rigor and practical application and between the foundational concepts of Public Relations and their application. It has been my text of choice for the past four years and will continue to be in the future."
—Philip Herr, Fairfield University and SVP of Millward Brown

"Reputation Management provides just the right breadth and depth of information to give the reader a full understanding of how to create and maintain organizational reputation within the context of the current business climate. Full of case studies and useful examples, this text is a useful and accessible tool for understanding the communication processes underlying the practice of reputation management."
—Lisa V. Chewning, Penn State University – Abington

"Reputation Management is more than an advanced organizational communication or public relations text. It connects theory to professional practice, making a strong business case for building and maintaining reputation as an organizational asset. Communication and business students, as well as professionals, will benefit from reading this book."
—Jennie Donohue, Marist College

"This book is the real deal—engaging and up-to-date ‘real world’ examples combined with communication and managerial theory. The chapter exercises encourage critical thinking and analysis. Reputation Management is just about the perfect text for anyone who wants to understand how communication works in organizations. I won't teach corporate communication without this textbook."
—Astrid Sheil, California State University, San Bernardino

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Product Details

  • ISBN-13: 9780415801843
  • Publisher: Taylor & Francis
  • Publication date: 10/25/2010
  • Edition number: 2
  • Pages: 456
  • Product dimensions: 7.20 (w) x 10.10 (h) x 1.20 (d)

Meet the Author

John Doorley, head of corporate communications for Merck & Co. Inc., until 2000, most recently built and directed for 10 years the Master of Science Degree Program in Public Relations and Corporate Communication at New York University, School of Continuing and Professional Studies. He is now with the London-based company Mindful Reputation.

Helio Fred Garcia is president of Logos Consulting Group. He is an adjunct professor in the Executive MBA program of New York University's Stern School of Business, and teaches courses in NYU's M.S. in Public Relations and Corporate Communication program at the university's School of Continuing and Professional Studies. He is the author of The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively (FT Press, 2012) and of Crisis Communications (AAAA Publications, 1999).

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Table of Contents

Preface     ix
Acknowledgments     xv
About the Authors     xvii
About the Contributors     xix
Reputation Management     1
This Chapter Covers     3
Reputational Capital     4
Identity     5
Can Reputation Be Measured?     7
Can Reputation Be Managed?     7
"Intangible Asset" - The Wrong Perspective     8
Comprehensive Reputation Management     8
Confusing Communication with Performance and Behavior     11
The Ten Precepts of Reputation Management     16
Reputation Management     21
Ethics and Communication     27
This Chapter Covers     29
Introduction: Why Ethics Matters     30
What is Ethics?     30
Ethics and Organizational Communication     35
Ethics of Communicating     38
Ethics of Running a Business     46
Ethics of Representation     48
Helping Companies Behave Ethically     51
Media Relations     67
This Chapter Covers     69
The Case for a Centralized Media Relations Function     69
Organizing the Media Relations Function     72
Media Relations as a Lightning Rod     73
Moderating Expectations     75
The Journalist and the Spokesperson     76
Fear of the Press     78
The Press' Right to Know     82
The Press' Penchant for Bad News     85
The Good News About the Press     87
Press Relations from a Position of Power     88
Success in Media Relations     89
New Media   Andrea Coville   Ray Thomas     103
This Chapter Covers     105
A Different World     105
An Abridged History of New Media     106
New Media and the Consumer Electronics Revolution     107
A Sampling of Today's New Media Tools     108
Are the New Media Truly Different?     114
Examples of Digital Marketing     116
The Impact of New Media on TV     117
New Media Terms     118
Employee Communication$dThe Authors, with Significant Contributions   Jeff Grimshaw     127
This Chapter Covers     129
Employee Communication: The Stepchild of Public Relations and Human Resources     129
Making Progress: Employee Communication Today     131
Employee Communication Drives Organizational Performance     133
The New Role of Employee Communication     138
The Five Traits That Distinguish the Best Employee Communication Shops     144
Government Relations   Ed Ingle     159
This Chapter Covers     161
What Is Government Relations?     161
Case for a Centralized Government Relations Function     163
Organizing the Government Relations Function     164
Understanding the Key Audiences     166
Setting the Company's Government Relations Agenda     169
Success and Expectations Management     170
Role of Third-Party Advocacy     170
Role of the Lobbying Consultant     173
Role of Political Contributions     175
State and International Government Relations     176
Government Relations Best Practices     179
Community Relations     183
This Chapter Covers     185
Hardy's Relationship-Building Principle # 1: Be Involved. Be Committed     186
Hardy's Relationship-Building Principle # 2: Building Reputation, One Relationship at a Time, Is Good Business     187
Hardy's Relationship-Building Principle # 3: Choose the Right Projects. Be Strategic     189
Hardy's Relationship-Building Principle #4: Keep Moving Ahead     194
Hardy's Relationship-Building Principle # 5: Embrace Diversity     196
Hardy's Relationship-Building Principle # 6: When Things Go Wrong, Make Them Right as Fast as You Can     200
Investor Relations     207
This Chapter Covers     209
What Is Investor Relations?     210
The Goals and Roles of Investor Relations     211
What Does "Public Company" Mean?     212
A Brief Introduction to the Securities Markets and Investment     213
Securities Analysts: The Crucial Intermediaries     220
Sell-Side Analysts     220
Buy-Side Analysts     222
IR's Interaction with Analysts     222
IR's Interaction with Investors     223
The Financial Media     224
IR and Corporate Disclosure     225
Materiality     227
Disclosure     230
Global Corporate Communication   Lynn Appelbaum   Gail S. Belmuth     239
This Chapter Covers     241
The Global Imperative     242
The Global Corporate Communication Role     245
Standardize or Customize? That Is the Question     246
The Global Communication Network      248
Internal Communication-Worldwide     249
External Communication     252
Working with Public Relations Agencies     260
Measuring the Success of Global Communication     261
Integrated Communication   Tim McMahon     267
This Chapter Covers     270
Creating Enterprise Value through Powerful Brand Identity     271
Leadership: The Engine of Effective Integrated Communication     274
A Shared Vision Will Replace a Shelf Full of Policy Manuals     276
Culture: The Lever for Transformation     277
Communication Toolbox: The Devices Used to Move People to Action     279
Marketing and Sales, What Is the Difference? Does It Matter?     282
The Corporate Brand: Differentiating the Company's Approach to Business     283
Issues Management     299
This Chapter Covers     301
Issues Management Overview     302
Establishing an Issues Management Function     302
Prioritizing Issues     303
Issues Management Planning Process     304
Developing an Issues Management Plan     305
What the Elements of the Issues Management Analysis and Planning Template Mean     307
Crisis Communication      323
This Chapter Covers     326
Introduction     326
What Is a Crisis?     328
Timeliness of Response: The Need for Speed     331
Control the Communication Agenda     335
Dealing with Rumors     337
Controlling Rumors: A Mathematical Formula     343
Corporate Responsibility   Anthony P. Ewing     353
This Chapter Covers     357
Corporate Responsibility     358
Communicating Corporate Responsibility     368
Tools     376
Challenges and Opportunities in Public Relations and Corporate Communication     383
This Chapter Covers     385
Earning a Seat at the Table: Defining the Professional Communicator's Role     385
Historical Perspective: Edward L. Bernays and the Roots of Applied Anthropology     389
The Future of Public Relations and Corporate Communication     391
Becoming Truly Strategic     400
Notes     409
Index     421
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