Strategic Reputation Management examines the ways in which
organizations achieve "goodness" through reputation, reputation
management and reputation strategies. It presents a contemporary
model of strategic reputation management, helping organizations and
stakeholders to analyze the business environment as a communicative
field of symbols and meanings in which the organization is built or
destroyed. Authors Pekka Aula and Saku Mantere introduce the eight
generic reputation strategies, through which organizations can
organize their stakeholder relationships in various ways. They
illustrate their arguments using real-world examples and studies,
from the Finnish Ski Association to Philip Morris International.
This book serves as required reading in advanced courses covering
public relations practice, advanced topics in PR, corporate
communication, management, and marketing. Professionals working in
PR, business, management and marketing will also find much of
interest in this volume.
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