Reputation Management The Future of Corporate Communications and Public Relations 1st Edition by Tony Langham ISBN 9781787566095 1787566099

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ISBN 10: 1787566099
ISBN 13: 9781787566095
Author: Tony Langham

Reputation Management The Future of Corporate Communications and Public Relations 1st Edition Table of contents:

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 Trust

Innovate 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 Reputation

We’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 Brain

Movie 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

We Can’t Bore Our Stakeholders (or Each Other)

Risk Mitigation and Crisis Preparedness

Ethics and Communication

Online Reputation Management, Media Relations and the Use of Lawyers

Online Reputation Management

CEOs and the Media: ‘Tell the Truth, It’s Easier to Remember’

Reputation Management: The Lawyer’s Perspective

Building the Reputation Competencies Needed to Succeed

The Four Elements of Reputation Excellence Framework

Business Rationale

Intelligence and Strategy

Management and Accountability

Integration

Moving Forward on Your Reputation Journey

9 Case Studies from the Best of the Best

10 Crisis Management

Mitigating Risk Not Eliminating Risk

The Crisis Playbook

Most Organisations Recover

Good Crisis Management Is the Key to Reputational Recovery

The Global Troubleshooter

The Oxfam Scandal: The Bursting of NGOs’ Reputational Bubble?

The Case

Ignoring Organisational Values

Crisis Communications – A Mis-guided Approach

Conclusion and Recommendations

Blueprint for Reputation Management by NGOs

Further Reading

11 The Forces Shaping Reputation Today

The Speed of Social Media Judgement

The NGO, Citizen, Journalist, Charity, Lobbyist, Activist and Mass Movement

How Journalism Is Responding to Corporate and Government Power

Interventionist Governments and Regulators

The Dissatisfied World

Questioning Employees and Whistle-blowers

Cutting Through the White Noise

Corporate Timidity

A Language Apart

Taking a Stand – Do the Rewards of Corporate Activism Outweigh the Risks?

Above All, Be Relevant and Authentic

Practise What You Preach

Evaluate the Risks

For Some, Discretion Is the Better Part of Valour

Society Needs Traditional Media to Survive and Flourish – But We Need to Do More to Prove It

12 Reputation Management in Future

Artificial Intelligence

Engaging with an Unequal World

The Rise of ‘Reputation Management’

The Future of Reputation Management Consultancy

Public Relations No More

The future of reputation management

A Short and Long-term Value Approach

A Strategic Approach

An Organisational Capability

Higher Value Functions

The future is invisible

Who’ll win in the Twenty-first Century: the corporations or the brand vandals?

Yanking at the Online Mob

Bravery Is in the Eye of the Beholder – and the Internet

13 PostScript: Reputation Management, a Force for Good?

Endnotes

Bibliography

Index

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Tags: Tony Langham, Reputation Management, Corporate Communications, Public Relations