Recent corporate crises have demonstrated that a company's reputation can be destroyed in seconds. A mishandled response, inappropriate act, product tampering, or poorly timed reorganization all have the power to instantly tarnish a respected reputation.
Timely and straightforward, Corporate Reputation shows business leaders how to restore and rebuild their companies when a corporate reputation is damaged. Its practical 12-step model shows how companies can successfully recover their reputations for the long-term after crisis strikes.
Leslie Gaines-Ross is Chief Reputation Strategist at Weber Shandwick, a global public relations firm. She is also author of CEO Capital: A Guide to Building CEO Reputation and Company Success (0-471-26807-0).
【目录】
Acknowledgements
Preface
Part I
1 Why Reputation Matters
2 Reputation Loss
3 Second Acts
Part II
4 Rescue
Step 1 Take the Heat Leader First
Step 2 Communicate Tirelessly
Step 3 Don't Underestimate Your Critics and Competitors
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