Reputation Management : The Key to Successful Public Relations and Corporate Communication,9780415974714

Reputation Management : The Key to Successful Public Relations and Corporate Communication

by
ISBN13: 9780415974714
ISBN10: 0415974712
Format: Paperback
Pub. Date: 2006-10-20
Publisher(s): Routledge
List Price: $55.00

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Summary

This book is a how-to guide for professionals and students in corporate communications that rests on the premise that corporate reputations can be measured, monitored, and managed. Organized by corporate communication divisions (media relations, employee communication, and investor relations, for example), the book provides practitioners and students with a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors--and it is that rare book that focuses on practical solutions.

Author Biography

John Doorley, is academic director and clinical assistant professor of the M.S. in Public Relations and Corporate Communication program at New York University Helio Fred Garcia is an adjunct professor of management in the Executive MBA program of New York University's Stern School of Business

Table of Contents

Preface ix
Acknowledgments xv
About the Authors xvii
About the Contributors xix
1 Reputation Management
1(26)
This Chapter Covers
3(1)
Reputational Capital
4(1)
Identity
5(2)
Can Reputation Be Measured?
7(1)
Can Reputation Be Managed?
7(1)
"Intangible Asset" — The Wrong Perspective
8(1)
Comprehensive Reputation Management
8(3)
Confusing Communication with Performance and Behavior
11(5)
The Ten Precepts of Reputation Management
16(5)
Reputation Management
21(6)
2 Ethics and Communication
27(40)
This Chapter Covers
29(1)
Introduction: Why Ethics Matters
30(1)
What is Ethics?
30(5)
Ethics and Organizational Communication
35(3)
Ethics of Communicating
38(8)
Ethics of Running a Business
46(2)
Ethics of Representation
48(3)
Helping Companies Behave Ethically
51(16)
3 Media Relations
67(36)
This Chapter Covers
69(1)
The Case for a Centralized Media Relations Function
69(3)
Organizing the Media Relations Function
72(1)
Media Relations as a Lightning Rod
73(2)
Moderating Expectations
75(1)
The Journalist and the Spokesperson
76(2)
Fear of the Press
78(4)
The Press' Right to Know
82(3)
The Press' Penchant for Bad News
85(2)
The Good News About the Press
87(1)
Press Relations from a Position of Power
88(1)
Success in Media Relations
89(14)
4 New Media
103(24)
BY ANDREA COVILLE AND RAY THOMAS
This Chapter Covers
105(1)
A Different World
105(1)
An Abridged History of New Media
106(1)
New Media and the Consumer Electronics Revolution
107(1)
A Sampling of Today's New Media Tools
108(6)
Are the New Media Truly Different?
114(2)
Examples of Digital Marketing
116(1)
The Impact of New Media on TV
117(1)
New Media Terms
118(9)
5 Employee Communication
127(32)
BY THE AUTHORS, WITH SIGNIFICANT CONTRIBUTIONS BY JEFF GRIMSHAW
This Chapter Covers
129(1)
Employee Communication: The Stepchild of Public Relations and Human Resources
129(2)
Making Progress: Employee Communication Today
131(2)
Employee Communication Drives Organizational Performance
133(5)
The New Role of Employee Communication
138(6)
The Five Traits That Distinguish the Best Employee Communication Shops
144(15)
6 Government Relations
159(24)
BY ED INGLE
This Chapter Covers
161(1)
What Is Government Relations?
161(2)
Case for a Centralized Government Relations Function
163(1)
Organizing the Government Relations Function
164(2)
Understanding the Key Audiences
166(3)
Setting the Company's Government Relations Agenda
169(1)
Success and Expectations Management
170(1)
Role of Third-Party Advocacy
170(3)
Role of the Lobbying Consultant
173(2)
Role of Political Contributions
175(1)
State and International Government Relations
176(3)
Government Relations Best Practices
179(4)
7 Community Relations
183(24)
This Chapter Covers
185(1)
Hardy's Relationship-Building Principle # 1: Be Involved. Be Committed.
186(1)
Hardy's Relationship-Building Principle # 2: Building Reputation, One Relationship at a Time, Is Good Business
187(2)
Hardy's Relationship-Building Principle # 3: Choose the Right Projects. Be Strategic.
189(5)
Hardy's Relationship-Building Principle # 4: Keep Moving Ahead
194(2)
Hardy's Relationship-Building Principle # 5: Embrace Diversity
196(4)
Hardy's Relationship-Building Principle # 6: When Things Go Wrong, Make Them Right as Fast as You Can
200(7)
8 Investor Relations
207(32)
This Chapter Covers
209(1)
What Is Investor Relations?
210(1)
The Goals and Roles of Investor Relations
211(1)
What Does "Public Company" Mean?
212(1)
A Brief Introduction to the Securities Markets and Investment
213(7)
Securities Analysts: The Crucial Intermediaries
220(1)
Sell-Side Analysts
220(2)
Buy-Side Analysts
222(1)
IR's Interaction with Analysts
222(1)
IR's Interaction with Investors
223(1)
The Financial Media
224(1)
IR and Corporate Disclosure
225(2)
Materiality
227(3)
Disclosure
230(9)
9 Global Corporate Communication
239(28)
BY LYNN APPELBAUM AND GAIL S. BELMUTH
This Chapter Covers
241(1)
The Global Imperative
242(3)
The Global Corporate Communication Role
245(1)
Standardize or Customize? That Is the Question.
246(2)
The Global Communication Network
248(1)
Internal Communication—Worldwide
249(3)
External Communication
252(8)
Working with Public Relations Agencies
260(1)
Measuring the Success of Global Communication
261(6)
10 Integrated Communication 267(32)
BY TIM MCMAHON
This Chapter Covers
270(1)
Creating Enterprise Value through Powerful Brand Identity
271(3)
Leadership: The Engine of Effective Integrated Communication
274(2)
A Shared Vision Will Replace a Shelf Full of Policy Manuals
276(1)
Culture: The Lever for Transformation
277(2)
Communication Toolbox: The Devices Used to Move People to Action
279(3)
Marketing and Sales, What Is the Difference? Does It Matter?
282(1)
The Corporate Brand: Differentiating the Company's Approach to Business
283(16)
11 Issues Management 299(24)
This Chapter Covers
301(1)
Issues Management Overview
302(1)
Establishing an Issues Management Function
302(1)
Prioritizing Issues
303(1)
Issues Management Planning Process
304(1)
Developing an Issues Management Plan
305(2)
What the Elements of the Issues Management Analysis and Planning Template Mean
307(16)
12 Crisis Communication 323(30)
This Chapter Covers
326(1)
Introduction
326(2)
What Is a Crisis?
328(3)
Timeliness of Response: The Need for Speed
331(4)
Control the Communication Agenda
335(2)
Dealing with Rumors
337(6)
Controlling Rumors: A Mathematical Formula
343(10)
13 Corporate Responsibility 353(30)
BY ANTHONY P. EWING
This Chapter Covers
357(1)
Corporate Responsibility
358(10)
Communicating Corporate Responsibility
368(8)
Tools
376(7)
14 Challenges and Opportunities in Public Relations and Corporate Communication 383(26)
This Chapter Covers
385(1)
Earning a Seat at the Table: Defining the Professional Communicator's Role
385(4)
Historical Perspective: Edward L. Bernays and the Roots of Applied Anthropology
389(2)
The Future of Public Relations and Corporate Communication
391(9)
Becoming Truly Strategic
400(9)
Notes 409(12)
Index 421

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