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The 18 Immutable Laws of Corporate Reputationby Ronald Alsop
Synopses & ReviewsPlease note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.
From Enron and WorldCom to the Catholic Church and Major League Baseball, reputation crises have never been more widespread. Now Ronald J. Alsop, a veteran Wall Street Journal authority on branding and reputation management, explains the dangers — and gives organizations the eighteen crucial laws to follow in developing and protecting their reputations.
Consider this example of a simple decision made by a low-ranking employee: When rescue workers at the site of the World Trade Center disaster sought bottled water from a nearby Starbucks outlet, they complained that an employee charged them for it. In a matter of hours, the Internet had picked up the story and Starbucks' carefully cultivated worldwide reputation was quickly besmirched.
This is just one instance among many of how the business world, ever more global and competitive, has become increasingly difficult to navigate. Studies have demonstrated the powerful impact of reputation on profits and stock prices, and yet less than half of all companies have a formal system for measuring reputation. Clearly, companies in every industry — from Dow Chemical to Disney to DaimlerChrystler — have much more to learn.
It is still the rare company that realizes the full value of its reputation: how corporate reputation can enhance business in good times, become a protective halo in turbulent times, and be destroyed in an instant by people at the lowest or highest levels of the corporate ladder. Mr. Alsop provides eighteen thoroughly documented lessons based on years of experience covering every aspect of corporate reputation, with a clear distillation of the complex principles at the heart of a reputation. He explains:
How to protect your reputation when the inevitable crisis hits
The result is a book that is important not only for business executives, consultants, and advertising, public relations, and marketing professionals but also for anyone eager to learn more about the companies they work for, buy from, and invest in.
Book News Annotation:
In fact what the The Wall Street Journal writer and editor offers is an 18-step program by which a corporation can create a good public image and maintain it even through adversity. They include a few addressing the reasons for a bad reputation, such as living values and ethics and being a model citizen, but mostly concern public relations efforts, including controlling the Internet and if all else fails changing the company name.
Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
A veteran "Wall Street Journal" authority on branding offers a most timely look at why problems in corporate reputation have never been more widespread--and gives organizations the 18 rules to follow in developing and perfecting a sterling image.
About the Author
Ronald J. Alsop, a news editor and senior writer at The Wall Street Journal, has many years of experience reporting on and supervising the coverage of corporate brands and reputations. He has served as the newspaper's marketing columnist and was editor of its Marketplace page. His previous books include The Wall Street Journal on Marketing and The Wall Street Journal Guide to the Top Business Schools. He is also a seasoned speaker at international conferences on corporate reputation and has worked closely with leading research firms that measure corporate reputation. He lives with his wife and son in Summit, New Jersey.
Table of Contents
PART ONE: Establishing a Good Reputation
LAW 1. Maximize Your Most Powerful Asset
PART TWO: Keeping That Good Reputation
LAW 8. Recognize Your Shortcomings
PART THREE: Repairing a Damaged Reputation
LAW 14. Manage Crises with Finesse
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