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Reputation Management
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 reput...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald Publishing Limited,
2018.
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| Colección: | PRCA practice guides.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Front Cover; Reputation Management: The Future of Corporate Communications and Public Relations; Copyright page; Dedication; Contents; List of Tables; List of Diagrams; About the Author; About the Contributors; Preface; Acknowledgements; 1 What Is Reputation?; My Favourite Definition of Reputation; Multiple Reputations; Chief Executives, Presidents and Celebrities Don't Care about Definitions; 2 What Makes a Great Reputation?; The Drive for Authenticity and Purpose; Obsession and Paranoia; Some Companies Can't Afford a Good Reputation; What Makes a Great Reputation?
- Retain the Customer's TrustInnovate Consistently; Happy Employees; An Able Leadership Team; Be Socially Responsible; Continuous Engagement; Obsessing for Perfection; James Bond; The Importance of Unilever CEO Paul Polman; The Secrets of Britain's Most Trusted Person; Dove and John Lewis; 3 The Value of Reputation; A Tangible Asset; 21 of the Ways Reputation Adds Value to an Organisation (More than the CFO Thinks); Me, Not You: What Reputation Means to the Working Man (or Woman); Short-term Gain, Regardless of Long-term Pain; If You Like Me, I'll Like You Back; Mind the Gender Gap
- So, What Now?4 Measuring Reputation (and the Current State of Play); Reputation Can Be Measured; Why Isn't Everyone Doing It?; Measurement in Future; The Current State of Play; The Battle for Truth; Global Company Reputation in 2018: Bursting of the Reputation Bubble; Reputation Impact on Companies in 2018; What It Takes to Win on Reputation: Five Point Plan; Global RepTrak 2018: Top 10 Companies; Country Reputation: Defining the Cultural Appeal of a Nation; What It Takes to Increase a Country's Reputation; Key Trends in Country Reputation; Country RepTrak 2018: Top 10 Countries
- 5 Managing ReputationWe're All Managing Reputation; What Is Reputation Management?; Where Are the Big Reputation Management Decisions taken?; Why CEOs Make the Best Reputation Managers; Where Is the Chief Reputation Officer? (And the Delayed Evolution of PR); Why Do Organisations Only Adopt the Right Structure in Times of Crisis?; How CCOs Can Earn a Seat at the Top Table; Unfair Advantage Happens All of the Time; The Real Reputation Management Heroes; 6 Perspectives on Reputation Management; To Manage Reputation Is to Treat It as an Asset: Not to Do So Is to Make It a Liability
- Getting It Wrong to Get It Right: A Challenge for Our BrainMovie Actors and Reputation; Reputation Games and Why It's Wrong to Target a Good Reputation; The Long March to Build China's International Reputation Is Just Beginning; Reputation and Integrity in Sport; Opportunity or Risk: A Millennial's Perspective; 7 Gender, Diversity and Reputation Management; Women and Reputation; The Quiet Revolutionary; A Very British Man; 'Not Just Lip Service
- Driving Change'; 8 The Reputation Management Toolkit; Remuneration Policy; Dynamic, Flexible and Agile