Managing Corporate Reputation

Susan Croft, John Dalton (Autoren)

Loseblattwerk

2008 | 2nd ed.
Thorogood (Verlag)
978-1-85418-272-2 (ISBN)

Infos

You cannot ignore that corporations are under the microscope as never before. It's not surprising that reputation has moved to the centre of strategic thinking. but how many companies know how to manage or measure it - let alone have a reputation strategy? Far too few. Now this expert, readable and practical report puts that right. The dynamics of corporate reputation...and the factors governing is are complex. Will an ethical stance lead to grown of reputation capital? Will that result in improved financial performance? What are the issues that can impact most on reputation, and how best to minimise risk? There are just some of the topics addressed by this report.
Factors that have focused on fiercer spotlight on reputation - corporate scandals exposed in the media - pressure from NGOs - corporate governance issues - globalisation and increased competition - trade liberalisation and increasing competition This report shows you how to: - develop PR, brands and relationship management as the vanguards of your corporate reputation - strengthen your internal as well as external communications - improve the effective management of your stakeholders - build trust in the corporation at a time of failing confidence and increasing media pressure

Autor

John Dalton is Director of London School of Public Relations and Branding (LSPR) and LSPR-Worldwide. Since 1992 John has been teaching and involved with PR both in the UK and globally. He combines his teaching with various private clients whom he has helped with branding, image development and repositioning. Susan Croft is an international public speaker and corporate trainer. She is founder and partner of ASC Training and Consultant where she is responsible for communications and sales training. Previously, she was a senior consultant with the international PR firm Hill and Knowlton. Prior to this she ran her own Los Angeles-based PR agency which was subsequently acquired by a leading international firm.

Inhalt

1 The origin of reputation; 2 Stakeholders; 3 Internal communications and corporate reputation; 4 Brands: the glue of reputation; 5 The tools of corporate reputation: integrated marketing communications (IMC); 6 Corporate social responsibility and ethics; 7 Strategy, planning and measurement; 8 Risk, issues and crisis management; 9 e-marketing and reputation management; 10 Case studies and essays.

Produkt-Details

• Erscheint lt. Verlag: 2.1.2008
• Reihe/Serie: Thorogood Professional Insights S.
• Zusatzinfo: Illustrations
• Verlagsort: London
• Sprache: englisch
• Maße: 210 x 248 mm
• Themenwelt: Technik
• ISBN-10: 1-85418-272-2 / 1854182722
• ISBN-13: 978-1-85418-272-2 / 9781854182722
• Zustand: Neuware