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Author Doorley, John.
Title Reputation management : the key to successful public relations and corporate communication / John Doorley and Helio Fred Garcia.
Imprint New York : Routledge, 2011.
Edition 2nd ed.
Book Jacket
 9th Floor of the Library  HD 59 D66 2011    IN LIBRARY
Descript. xxvii, 428 p. : ill. ; 26 cm.
Note Originally published: New York : Routledge, c2007.
Summary Reputation Management is a how-to guide for students and professionals, as well as CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units including media relations, employee communication, government relations, and investor relations, the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors, and focuses on practical solutions. Each chapter is fleshed out with real-world experience of the authors and contributors, who come from a wide range of professional corporate communication backgrounds. --Book Jacket.
Bibliog. Includes bibliographical references and index.
Subject Public relations.
Communication in organizations.
Alt Author Garcia, Helio Fred.
ISBN 9780415801850
Table of Contents
 About the Authorsxviii
 About the Contributorsxxi
1.Reputation Management2
 Reputational Capital4
 Can Reputation Be Measured?8
 Can Reputation Be Managed?9
 "Intangible Asset"---The Wrong Perspective9
 Sidebar: It's All About Building the Relationship10
 Comprehensive Reputation Management11
 Confusing Communication with Performance and Behavior14
 Sidebar: The Edelman Public Engagement Model16
 Reputation Mis-management: Lessons From the Financial Crisis18
 The Ten Precepts of Reputation Management21
 Sidebar: Safeguarding a Brand: General Electric25
 Reputation Management: The Best Corporate Communication Strategy26
 The Expanded Reputation Formula28
 Sidebar: The Authentic Enterprise: Executive Summary29
 Sidebar: Systems Theory31
 Best Practices: Reputation Management33
 Resources for Further Study34
 Questions for Further Discussion35
2.Ethics and Communication36
 Introduction: Why Ethics Matters39
 What is Ethics?40
 Ethics and Professional Communication44
 Ethics of Communicating47
 Ethics of Running an Organization54
 Ethics of Representation57
 Helping Companies Behave Ethically60
 Case Study: Hill & Knowlton and Citizens for a Free Kuwait63
 Sidebar: Historical Perspectives on Communication Ethics68
 Ethical Communication Best Practices73
 Resources for Further Study74
 Questions for Further Discussion75
3.Media Relations76
 The Case for a Centralized Media Relations Function78
 Organizing the Media Relations Function80
 Media Relations as a Lightning Rod81
 Sidebar: The Four Academic Models of Public Relations82
 Moderating Expectations83
 The Journalist and the Spokesperson84
 Fear of the Press85
 The Press' Right to Know88
 The Press' Penchant for Bad News91
 The Good News About the Press93
 Press Relations from a Position of Power93
 Success in Media Relations94
 Sidebar: The Art of the Pitch96
 Sidebar: Choosing the Right Tools to Convey Your Message99
 Sidebar: Shifting Media Terrain Has Raised the Stakes---and Created Opportunities---for Media Relations101
 Best Practices in Media Relations103
 Qualities of a Good Media Relations Person109
 Resources for Further Study110
 Questions for Further Discussion111
4.Social Media / Laurel Hart112
 What is Social Media?113
 Corporate Participation in Social Media120
 Social Media Challenges124
 Sidebar: Air Force Blog Assessment Response Diagram127
 Sidebar: Ford Motor Company and the Economic Crisis128
 Sidebar: Mayo Clinic: Energizing Old-Fashioned Word-of-Mouth through Social Media129
 General Best Practices130
 Resources for Further Study133
 Questions for Further Discussion133
5.Organizational Communication / Tanya Mann134
 Getting Employees Aligned Is Essential to Reputation Management136
 Making Smart Choices to Align Employee Behavior with Reputational Interests138
 Making Smart Choices to Align Employee Performance with Reputational Interests146
 Sidebar: Driving Performance through Organizational Communication148
 Sidebar: The Evolution of Strategic Employee Communication at Hallmark: From Reporting to Strategic Communication158
 Best Practices in Organizational Communication161
 Resources for Further Study162
 Questions for Further Discussion163
6.Government Relations / Ed Ingle164
 What Is Government Relations?166
 Organizing the Government Relations Function169
 Understanding the Key Audiences171
 Sidebar: Sidebar: Reputation and Integrity: A Profile of Bryce Harlow173
 Setting the Company's Government Relations Agenda174
 Success and Expectations Management174
 Role of Third-Party Advocacy175
 Role of the Lobbying Consultant177
 Role of Political Contributions179
 State and International Government Relations180
 Sidebar: An interview with Karan Bhatia, Vice President for International Law and Policy, General Electric Company182
 Ethics in Lobbying183
 Best Practices185
 Resources for Further Study187
 Questions for Further Discussion187
7.Community Relations188
 Hardy's Relationship-Building Principle #1: Be Involved. Be Committed190
 Hardy's Relationship-Building Principle #2: Building Reputation, One Relationship at a Time, Is Good Business192
 Hardy's Relationship-Building Principle #3: Choose the Right Projects. Be Strategic193
 Hardy's Relationship-Building Principle #4: Keep Moving Ahead195
 Hardy's Relationship-Building Principle #5: Embrace Diversity197
 Sidebar: Wake Forest University: The Path to Becoming a National University199
 Hardy's Relationship-Building Principle #6: When Things Go Wrong, Make Them Right as Fast as You Can201
 Sidebar: Community Relationships Are Based on Trust201
 Best Practices203
 Resources for Further Study205
 Questions for Further Discussion205
8.Investor Relations The authors, Eugene L. Donati206
 What Is Investor Relations?208
 The Goals and Roles of Investor Relations209
 A Brief Introduction to the Financial Markets and Investment209
 Disclosure and Materiality213
 Information Intermediaries: Securities Analysts218
 Information Intermediaries: The Financial Media220
 Sidebar: Tools of the Trade: Methods of Investor Relations222
 Best Practices225
 Resources for Further Study226
 Questions for Further Discussion227
9.Global Corporate Communication / Katja Schroeder228
 Case Study: SAP Business Suite229
 The Global Imperative232
 The Global Corporate Communication Role236
 Standardize or Customize? That Is the Question237
 The Global Communication Network238
 Internal Communication---Worldwide239
 External Communication243
 Sidebar: Hewlett-Packard251
 Working with Public Relations Agencies253
 Sidebar: Measuring the Success of Global Communication254
 Sidebar: How to Balance Global Reputation with Local Market Needs: Insights from the Global SAP Business Suite 7 Launch255
 Best Practices256
 Resources for Further Study256
 Questions for Further Discussion257
10.Integrated Communication / Timothy P. McMahon258
 A-lo-ha Uh-oh!259
 Foundational Concepts260
 Tactical Tools267
 Summing It All Up: Best Practices273
 Sidebar: The Big Share: Integrated Communication Strategy in an Era of Social Media274
 Resources for Further Study276
 Questions for Further Discussion277
11.Issues Management278
 Issues Management Overview280
 Developing an Issues Management Plan285
 Sidebar: Sample Threat Assessment: An Embezzlement289
 Best Practices300
 Resources for Further Study301
 Questions for Further Discussion301
12.Crisis Communication302
 Sidebar: Quick Choices and the Least Bad Outcome311
 Timeliness of Response: The Need for Speed312
 Sidebar: Ten Avoidable Mis-Steps316
 Control the Communication Agenda317
 Sidebar: Checklist for Crisis Response Preparedness319
 Dealing with Rumors320
 Best Practices332
 Resources for Further Study333
 Questions for Further Discussion333
13.Corporate Responsibility / Anthony P. Ewing334
 Nike's Journey335
 Corporate Responsibility338
 Communicating Corporate Responsibility342
 Best Practices346
 Resources for Further Study356
 Questions for Further Discussion357
14.Public Relations Consulting / Louis Capozzi358
 Overview: The Public Relations Consulting Business360
 The History of Public Relations Consulting Firms360
 Financial Management365
 Managing Consultants and Consultancies366
 Sidebar: The Deming System of Profound Knowledge367
 Client Service: A Creative Collaboration368
 Sidebar: What Clients Expect from Their Consultants370
 Pitching and Winning New Business373
 Ethics in Public Relations Consulting376
 Sidebar: The ICCO Stockholm Charter376
 Resources for Further Study378
 Questions for Further Discussion379
15.Challenges and Opportunities in Corporate and Organizational Communication380
 Earning a Seat at the Table: Defining the Professional Communicator's Role382
 Sidebar: Historical Perspective: Edward L. Bernays and the Roots of Applied Anthropology386
 The Future of Corporate and Organizational Communication and Public Relations388
 Sidebar: Six Challenges Facing the Public Relations Practitioner Today389
 Becoming Truly Strategic in Managing Corporate and Organizational Communication392

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