简介
Reputation management is the most important theme in corporate and organizational communication today. Leading corporate communicators and educators John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. Heads of government and non-profit agencies don't do much better managing the reputation asset, as recent scandals demonstrate. Yet, when leaders get reputation right over the long term, they follow certain principles, like the ones described here for the first time by Joe Hardy, one of the world's most successful builders.This book is a how-to guide for professionals and students in public relations and corporate communication, as well as for CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units (media relations, employee communication, government relations, and investor relations, for example), the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors--and it is this rare book that focuses on practical solutions. Each chapter is fleshed out with real-world experience by the authors and their 25 contributors, including Lynn Appelbaum, The City College of New York; Gail Belmuth, International Flavors & Fragrances, Inc.; Kenneth Berkowitz, Healthcare Marketing and Communications Council; Roberta Bowman, Duke Energy Carolinas (formerly, Duke Power); Sandra Boyette, Wake Forest University; Andrea Coville and Ray Thomas, Brodeur; Lou Capozzi,Publicis; Steve Doyal, Hallmark; Anthony Ewing, Logos Consulting Group; Ed Ingle, Microsoft Corporation; James Lukaszewski, The Lukaszewski Group; Tim McMahon, McMahon Marketing; and Judy Voss, the Public Relations Society of America.
目录
Preface p. ix
Acknowledgments p. xv
About the Authors p. xvii
About the Contributors p. xix
Reputation Management p. 1
This Chapter Covers p. 3
Reputational Capital p. 4
Identity p. 5
Can Reputation Be Measured? p. 7
Can Reputation Be Managed? p. 7
"Intangible Asset" - The Wrong Perspective p. 8
Comprehensive Reputation Management p. 8
Confusing Communication with Performance and Behavior p. 11
The Ten Precepts of Reputation Management p. 16
Reputation Management p. 21
Ethics and Communication p. 27
This Chapter Covers p. 29
Introduction: Why Ethics Matters p. 30
What is Ethics? p. 30
Ethics and Organizational Communication p. 35
Ethics of Communicating p. 38
Ethics of Running a Business p. 46
Ethics of Representation p. 48
Helping Companies Behave Ethically p. 51
Media Relations p. 67
This Chapter Covers p. 69
The Case for a Centralized Media Relations Function p. 69
Organizing the Media Relations Function p. 72
Media Relations as a Lightning Rod p. 73
Moderating Expectations p. 75
The Journalist and the Spokesperson p. 76
Fear of the Press p. 78
The Press' Right to Know p. 82
The Press' Penchant for Bad News p. 85
The Good News About the Press p. 87
Press Relations from a Position of Power p. 88
Success in Media Relations p. 89
New Media p. 103
This Chapter Covers p. 105
A Different World p. 105
An Abridged History of New Media p. 106
New Media and the Consumer Electronics Revolution p. 107
A Sampling of Today's New Media Tools p. 108
Are the New Media Truly Different? p. 114
Examples of Digital Marketing p. 116
The Impact of New Media on TV p. 117
New Media Terms p. 118
Employee Communication p. 127
This Chapter Covers p. 129
Employee Communication: The Stepchild of Public Relations and Human Resources p. 129
Making Progress: Employee Communication Today p. 131
Employee Communication Drives Organizational Performance p. 133
The New Role of Employee Communication p. 138
The Five Traits That Distinguish the Best Employee Communication Shops p. 144
Government Relations p. 159
This Chapter Covers p. 161
What Is Government Relations? p. 161
Case for a Centralized Government Relations Function p. 163
Organizing the Government Relations Function p. 164
Understanding the Key Audiences p. 166
Setting the Company's Government Relations Agenda p. 169
Success and Expectations Management p. 170
Role of Third-Party Advocacy p. 170
Role of the Lobbying Consultant p. 173
Role of Political Contributions p. 175
State and International Government Relations p. 176
Government Relations Best Practices p. 179
Community Relations p. 183
This Chapter Covers p. 185
Hardy's Relationship-Building Principle # 1: Be Involved. Be Committed p. 186
Hardy's Relationship-Building Principle # 2: Building Reputation, One Relationship at a Time, Is Good Business p. 187
Hardy's Relationship-Building Principle # 3: Choose the Right Projects. Be Strategic p. 189
Hardy's Relationship-Building Principle #4: Keep Moving Ahead p. 194
Hardy's Relationship-Building Principle # 5: Embrace Diversity p. 196
Hardy's Relationship-Building Principle # 6: When Things Go Wrong, Make Them Right as Fast as You Can p. 200
Investor Relations p. 207
This Chapter Covers p. 209
What Is Investor Relations? p. 210
The Goals and Roles of Investor Relations p. 211
What Does "Public Company" Mean? p. 212
A Brief Introduction to the Securities Markets and Investment p. 213
Securities Analysts: The Crucial Intermediaries p. 220
Sell-Side Analysts p. 220
Buy-Side Analysts p. 222
IR's Interaction with Analysts p. 222
IR's Interaction with Investors p. 223
The Financial Media p. 224
IR and Corporate Disclosure p. 225
Materiality p. 227
Disclosure p. 230
Global Corporate Communication p. 239
This Chapter Covers p. 241
The Global Imperative p. 242
The Global Corporate Communication Role p. 245
Standardize or Customize? That Is the Question p. 246
The Global Communication Network p. 248
Internal Communication-Worldwide p. 249
External Communication p. 252
Working with Public Relations Agencies p. 260
Measuring the Success of Global Communication p. 261
Integrated Communication p. 267
This Chapter Covers p. 270
Creating Enterprise Value through Powerful Brand Identity p. 271
Leadership: The Engine of Effective Integrated Communication p. 274
A Shared Vision Will Replace a Shelf Full of Policy Manuals p. 276
Culture: The Lever for Transformation p. 277
Communication Toolbox: The Devices Used to Move People to Action p. 279
Marketing and Sales, What Is the Difference? Does It Matter? p. 282
The Corporate Brand: Differentiating the Company's Approach to Business p. 283
Issues Management p. 299
This Chapter Covers p. 301
Issues Management Overview p. 302
Establishing an Issues Management Function p. 302
Prioritizing Issues p. 303
Issues Management Planning Process p. 304
Developing an Issues Management Plan p. 305
What the Elements of the Issues Management Analysis and Planning Template Mean p. 307
Crisis Communication p. 323
This Chapter Covers p. 326
Introduction p. 326
What Is a Crisis? p. 328
Timeliness of Response: The Need for Speed p. 331
Control the Communication Agenda p. 335
Dealing with Rumors p. 337
Controlling Rumors: A Mathematical Formula p. 343
Corporate Responsibility p. 353
This Chapter Covers p. 357
Corporate Responsibility p. 358
Communicating Corporate Responsibility p. 368
Tools p. 376
Challenges and Opportunities in Public Relations and Corporate Communication p. 383
This Chapter Covers p. 385
Earning a Seat at the Table: Defining the Professional Communicator's Role p. 385
Historical Perspective: Edward L. Bernays and the Roots of Applied Anthropology p. 389
The Future of Public Relations and Corporate Communication p. 391
Becoming Truly Strategic p. 400
Notes p. 409
Index p. 421
Acknowledgments p. xv
About the Authors p. xvii
About the Contributors p. xix
Reputation Management p. 1
This Chapter Covers p. 3
Reputational Capital p. 4
Identity p. 5
Can Reputation Be Measured? p. 7
Can Reputation Be Managed? p. 7
"Intangible Asset" - The Wrong Perspective p. 8
Comprehensive Reputation Management p. 8
Confusing Communication with Performance and Behavior p. 11
The Ten Precepts of Reputation Management p. 16
Reputation Management p. 21
Ethics and Communication p. 27
This Chapter Covers p. 29
Introduction: Why Ethics Matters p. 30
What is Ethics? p. 30
Ethics and Organizational Communication p. 35
Ethics of Communicating p. 38
Ethics of Running a Business p. 46
Ethics of Representation p. 48
Helping Companies Behave Ethically p. 51
Media Relations p. 67
This Chapter Covers p. 69
The Case for a Centralized Media Relations Function p. 69
Organizing the Media Relations Function p. 72
Media Relations as a Lightning Rod p. 73
Moderating Expectations p. 75
The Journalist and the Spokesperson p. 76
Fear of the Press p. 78
The Press' Right to Know p. 82
The Press' Penchant for Bad News p. 85
The Good News About the Press p. 87
Press Relations from a Position of Power p. 88
Success in Media Relations p. 89
New Media p. 103
This Chapter Covers p. 105
A Different World p. 105
An Abridged History of New Media p. 106
New Media and the Consumer Electronics Revolution p. 107
A Sampling of Today's New Media Tools p. 108
Are the New Media Truly Different? p. 114
Examples of Digital Marketing p. 116
The Impact of New Media on TV p. 117
New Media Terms p. 118
Employee Communication p. 127
This Chapter Covers p. 129
Employee Communication: The Stepchild of Public Relations and Human Resources p. 129
Making Progress: Employee Communication Today p. 131
Employee Communication Drives Organizational Performance p. 133
The New Role of Employee Communication p. 138
The Five Traits That Distinguish the Best Employee Communication Shops p. 144
Government Relations p. 159
This Chapter Covers p. 161
What Is Government Relations? p. 161
Case for a Centralized Government Relations Function p. 163
Organizing the Government Relations Function p. 164
Understanding the Key Audiences p. 166
Setting the Company's Government Relations Agenda p. 169
Success and Expectations Management p. 170
Role of Third-Party Advocacy p. 170
Role of the Lobbying Consultant p. 173
Role of Political Contributions p. 175
State and International Government Relations p. 176
Government Relations Best Practices p. 179
Community Relations p. 183
This Chapter Covers p. 185
Hardy's Relationship-Building Principle # 1: Be Involved. Be Committed p. 186
Hardy's Relationship-Building Principle # 2: Building Reputation, One Relationship at a Time, Is Good Business p. 187
Hardy's Relationship-Building Principle # 3: Choose the Right Projects. Be Strategic p. 189
Hardy's Relationship-Building Principle #4: Keep Moving Ahead p. 194
Hardy's Relationship-Building Principle # 5: Embrace Diversity p. 196
Hardy's Relationship-Building Principle # 6: When Things Go Wrong, Make Them Right as Fast as You Can p. 200
Investor Relations p. 207
This Chapter Covers p. 209
What Is Investor Relations? p. 210
The Goals and Roles of Investor Relations p. 211
What Does "Public Company" Mean? p. 212
A Brief Introduction to the Securities Markets and Investment p. 213
Securities Analysts: The Crucial Intermediaries p. 220
Sell-Side Analysts p. 220
Buy-Side Analysts p. 222
IR's Interaction with Analysts p. 222
IR's Interaction with Investors p. 223
The Financial Media p. 224
IR and Corporate Disclosure p. 225
Materiality p. 227
Disclosure p. 230
Global Corporate Communication p. 239
This Chapter Covers p. 241
The Global Imperative p. 242
The Global Corporate Communication Role p. 245
Standardize or Customize? That Is the Question p. 246
The Global Communication Network p. 248
Internal Communication-Worldwide p. 249
External Communication p. 252
Working with Public Relations Agencies p. 260
Measuring the Success of Global Communication p. 261
Integrated Communication p. 267
This Chapter Covers p. 270
Creating Enterprise Value through Powerful Brand Identity p. 271
Leadership: The Engine of Effective Integrated Communication p. 274
A Shared Vision Will Replace a Shelf Full of Policy Manuals p. 276
Culture: The Lever for Transformation p. 277
Communication Toolbox: The Devices Used to Move People to Action p. 279
Marketing and Sales, What Is the Difference? Does It Matter? p. 282
The Corporate Brand: Differentiating the Company's Approach to Business p. 283
Issues Management p. 299
This Chapter Covers p. 301
Issues Management Overview p. 302
Establishing an Issues Management Function p. 302
Prioritizing Issues p. 303
Issues Management Planning Process p. 304
Developing an Issues Management Plan p. 305
What the Elements of the Issues Management Analysis and Planning Template Mean p. 307
Crisis Communication p. 323
This Chapter Covers p. 326
Introduction p. 326
What Is a Crisis? p. 328
Timeliness of Response: The Need for Speed p. 331
Control the Communication Agenda p. 335
Dealing with Rumors p. 337
Controlling Rumors: A Mathematical Formula p. 343
Corporate Responsibility p. 353
This Chapter Covers p. 357
Corporate Responsibility p. 358
Communicating Corporate Responsibility p. 368
Tools p. 376
Challenges and Opportunities in Public Relations and Corporate Communication p. 383
This Chapter Covers p. 385
Earning a Seat at the Table: Defining the Professional Communicator's Role p. 385
Historical Perspective: Edward L. Bernays and the Roots of Applied Anthropology p. 389
The Future of Public Relations and Corporate Communication p. 391
Becoming Truly Strategic p. 400
Notes p. 409
Index p. 421
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