Description
Book SynopsisPraise For Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation In a sea of business books, Corporate Reputation is a beacon of light for all leaders and future leaders looking for direction in the treacherous waters of a volatile business environment. It delivers a message that''s provocative, insightful, and needs to be heard.
Heidi Henkel Sinclair, Director of Communications, Bill & Melinda Gates Foundation
Every CEO, senior executive, and, increasingly, board member now appreciates the importance of building and protecting a company''s reputation. Anyone who depends upon or shapes a company''s reputationcustomers, employees, news media, NGOs, and bloggerswill benefit from reading Dr. Gaines-Ross''s book and will learn more about the influence they wield over corporate reputations.
Dr. Robert G. Eccles, Senior Lecturer, Harvard Business School
At a time when companies are facing unprecedented reputation crises co
Trade Review
"The book is an easy read-which is tough to do when talking about reputation management, trust me I know-and, as the title suggests, the repair process is divided up into 12 different steps." (marketingpilgrim.com, April 3, 2008)
Table of Contents
Acknowledgments.
Preface.
PART I.
CHAPTER 1.
Reputation Matters.
A Tipping Point.
Reputation Advantage.
CHAPTER 2.
Reputation Loss.
Reputation Erosion.
The New Reputation Rules of Engagement.
CHAPTER 3.
Second Acts.
Reputation Rising.
One Step at a Time.
PART II.
CHAPTER 4.
Rescue.
Step 1: Take the Heat—Leader First.
Step 2: Communicate Tirelessly.
Step 3: Don’t Underestimate Your Critics and Competitors.
Step 4: Reset the Company Clock.
Conclusion.
CHAPTER 5.
Rewind.
Step 5: Analyze What Went Wrong and Right.
Step 6: Measure, Measure, and Measure Again.
Conclusion.
CHAPTER 6.
Restore.
Step 7: Right the Culture.
Step 8: Seize the Shift.
Step 9: Brave the Media.
Conclusion.
CHAPTER 7.
Recover.
Step 10: Build a Drumbeat of Good News.
Step 11: Commit to a Marathon, Not a Sprint.
Step 12: Minimize Reputation Risk.
Conclusion.
PART III.
CHAPTER 8.
Return to Flight.
Reputation Loss is All but Inevitable.
Reputation Recovery Comes With No Expiration Date.
Reputation Wounds are Often Self-Inflicted.
New Reputation Perils Lie Ahead.
Reputation Radar is Not a Luxury.
Reputation Halos Do Not Make you a Saint.
Reputation is and Always Will be a Job For CEOs.
Beyond The Bottom Line.
Reputation Capital Rules.
Notes.
Index.
