Why should and how can organisations manage their reputations? All organisations, the executives who direct them, the employees who create value and their stakeholders who influence them, all interact and can impact corporate reputation.
In a 24/7 media environment, where even a tweet can shape impressions, the importance of reputation management has never been higher. Every single move, decision taken and each isolated event that involves a company or public figure, is scrutinised, documented and publicised globally, compounding the task of reputation managers. Just ask BP, Toyota or Tiger Woods.
Chapter 1 The Rise of Corporate Reputation
Chapter 2 The Scope of Corporate Reputation
Chapter 3 The Significance of Corporate Culture
Chapter 4 Measuring Corporate Reputation
Chapter 5 The Branding-Reputation Dilemma
Chapter 6 The Rise of Corporate Brands
Chapter 7 Measuring Corporate Brands
Chapter 8 The Future for Brands
Chapter 9 The Dimensions of Corporate Communication
Chapter 10 Contexts for Corporate Communication
Chapter 11 Symbols, Tools and the Media
Chapter 12 Methods of Corporate Communication
