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This unique book written by four world leaders in reputation
research, presents the latest cutting-edge thinking on
organizational improvement. It covers media management, crisis
management, the use of logos and other aspects of corporate
identity, and argues the case for reputation management as a way of
overseeing long-term organizational strategy. It presents a new
approach to managing reputation, one that relies on surveying
customers and employees on their view of the corporate character
and in harmonizing the values of both. This approach has been
trialled in a number of organizations and here the authors
demonstrate how improving reputation, merely by learning more about
what a company is already doing, is worth some five per cent sales
growth. The book is a vital, up to date resource for specialists in
corporate communication, public relations, marketing, HRM, and
business strategy as well as for all senior management. Highly
illustrated with over eighty diagrams and tables, it includes up to
the minute illustrative case studies and interviews with leading
authorities in the field.
This is a unique book from four world leaders in reputation research, providing cutting edge thinking about how organisations can improve. It covers dealing with the media, crisis management, the use of logos and other aspects of corporate identity, but it also argues the case for reputation management as a way of managing the long-term strategy of an organization. It presents a new approach to managing reputation, one that relies on surveying customers and employees on their view of the corporate character and harmonizing what both value about the organization.
The book is a vital, up to date resource for specialists in Corporate Communication, Public Relations, Marketing, HRM, and Business Strategy as well as for all senior management.
Related link: www.routledge.com/textbooks/041528743X
Why should and how can organisations manage their reputations? All
organisations, the executives who direct them, the employees who
create value and their stakeholders who influence them, all
interact and can impact corporate reputation. In a 24/7 media
environment, where even a tweet can shape impressions, the
importance of reputation management has never been higher. Every
single move, decision taken and each isolated event that involves a
company or public figure, is scrutinised, documented and publicised
globally, compounding the task of reputation managers. Just ask BP,
Toyota or Tiger Woods.
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