Corporate Reputation features the strategies, insights, research and real-life experiences that companies of all types and sizes need to protect and restore their reputations following a crisis. It spans the initial emergency response to a crisis to the long road back to reputational health.
The book begins by explaining reputation’s key role in a company’s valuation and well-being. Corporate Reputation also describes increasing threats that place reputations in jeopardy such as the proliferation of traditional and new media, the emergence of micro-constituencies, and the growing importance of public opinion. It then identifies, in a proprietary model that comprises the book’s essence, the most important 12 steps to recovering reputation. The value of each step, which references Weber Shandwick’s multi-country Safeguarding Reputation™ with KRC Research, is bolstered by hits and misses of companies in crisis and on the path to recovery.
The book concludes with strategies for sustaining and repairing reputation in a changing and volatile business environment. It addresses issues ranging from the inevitability of reputation loss and the self-inflicted nature of the most serious reputation wounds to future reputation perils and early-detection strategies and online resources. It also discusses the fleeting nature of a positive reputation, corporate reputation management as a growing CEO and board responsibility and CSR’s more influential role in reputation management.