Reputation Management: Building and Protecting Your Company's Profile in a Digital World

Front Cover
Andrew Hiles
A&C Black, Dec 19, 2011 - Business & Economics - 256 pages
Managing and understanding the value of an organization's reputation is essential in the digital age, where the slightest negative incident can go "viral" and quickly become a major PR containment exercise. Reputation management is an integrated part of any organization's risk management plan, so this intangible yet vital asset has to be assessed, managed, and protected.

Reputation Management provides advice on how to define and value your organization's reputation and techniques for maintaining and protecting it from risks that may arise on a daily basis. This book also covers where the responsibility for reputation management lies, risk identification, governance aspects, and containment and mitigation of a negative event.

Aimed at the risk manager, corporate communicator, business strategist, auditor, and senior manager, Reputation Management covers:

* The governance of reputation
* Measuring and managing reputation
* Managing and monitoring external perceptions
* Reputation crisis management
* Strategic planning and reputation
* Reputation and investors
 

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Contents

How Firms Should Fight Rumors by Andrew Hiles
1
Governance and Reputation Risk by Andrew Tucker
11
The CEOs Role in Reputation Management by Leslie GainesRoss
23
Vague Concept or Measurable Business Asset?
33
How to Benefit from Different Reputation
45
How To Make Allies of Investors and Activists
59
A Holistic Approach to Stakeholder Relations to Build Reputation
69
Business Journalism
81
Digital Strategies for Enhancing Reputation
115
An Approach to Understanding Reputation Risk in Financial Services
141
The Impact of Events on a Companys
153
Measuring Brand Reputation by Andrew Tucker
173
Methodology Findings and
185
Reputation and Strategic Issue Management by John Dalton
203
Crisis Management and Strategies for Dealing with Crisis by Jon White
217
Opportunity or Threat?
227

How the Corporate Website Has Become the Hub for Online
91
Digital Reputation Management by Shireen Smith
103

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About the author (2011)

Editor Andrew Hiles is founding director of Kingswell International, consultants and trainers in crisis, reputation, risk, continuity, and service management. He has conducted projects in some 60 countries. He was founder and, for some 15 years, chairman of the first international user group for business continuity professionals and founding director of the Business Continuity Institute and the World Food Safety Organisation. He has contributed to international standards and is the author of numerous books. He edited, and is the main contributor to, The Definitive Handbook of Business Continuity Management. Hiles has delivered more than 500 public and in-company workshops and training courses internationally and broadcasts on television, radio, webinars, and podcasts.

Other contributors: Georgia Aarons, Paul Argenti, Michael Brown, Magnus Carter, William Cox, John Dalton, Daniel Diermeier, Mark Eisenegger, Peter Firestein, Leslie Gaines-Ross, Genoveffa Giambona, Mark Hill, Joachim Klewes, Daniel Künstle, Elliot S. Schreiber, Jonathan Silberstein-Loeb, Shireen Smith, Andrew Tucker, Paul Turner, Jon White, Philip Whittingham, Robert Wreschniok, and Rupert Younger.

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