ISBN 9788130910437,Managing Corporate Reputation

Managing Corporate Reputation


Simon Scott


Thorogood Limited



Thorogood Limited

Publication Year 2009

ISBN 9788130910437

ISBN-10 8130910438

Paper Back

Number of Pages 72 Pages
Language (English)

Business & management

A Corporate reputation rests upon setting high moral standards. Every single aspect of a company's activities, its staff and its products come together to form corporate reputation. In the increasingly global manufacturing and industrial environment, corporate reputation is an essential ingredient for corporate survival, for a chance incident can either cause irreparable damage or bring unimaginable rewards.

This book will guide you towards the prerequisites to build a sound corporate reputation, namely
gain customer approval
increase number of small shareholders
train staff to be company ambassadors
communication strategies
reach out to the community through charity and sponsorship
meet raised expectations of internal and external audiences
understand and utilize the power of media
come out of a crisis with the company's reputation intact

A sound corporate reputation, established over the years can provide an essential bedrock in times of corporate trouble. For this reason, in a world where corporate reputation is made of many ingredients and is never static, Managing Corporate Reputation will help you devise a core strategy to maintain corporate reputation.

About the Author
Simon Scott joined Edelman in November 1995. He started his career in publishing and was Chief Editor at Cassell, and Editorial Director of Harrap, working in London and New York.

In 1991 he became a Press Officer at the Central Office of Information and it was followed by two years as Press Officer and Public Relations Manager for the Corporate Communications Office of Price Waterhouse in London. In 1994 Simon Scott became an account manager of Financial Dynamics, specialising in financial public relations. At Edelman he contributes as a specialist on print and broadcast financial media to a variety of major corporate account.

Simon has also worked as a sub-editor on the City Desk of The Times and lectures frequently on Understanding the Financial Media. He speaks French and has an honours degree in English Language and Literature from King's College, London.

Table of Contents
Basic Principles
Corporate reputation
What's in a name?...From Gerald Ratner to Marks & Spencer
Customer approval
Shareholder value
Establishing a policy
Action from the top
The role and structure of corporate communications
The principle of integrity
The open door policy
A communications plan
Setting aims and objectives
Defining aims and objectives
The role and appointment of a consultancy
The evolution of a written company audit
Sending the message
Communication strategies and how to implement them
Addressing the audiences
Staff as ambassadors
The explanation of their role
Staff expectations
Giving staff the information they need
The upkeep of the information process
Community outreach
Reasons for community outreach
Aims and targets
Charities and what to avoid
The market place
Expectations and requirements
Printed material
The growth of protest
A reputation explained
An example from the past
Mission statement
Ethical policy
Partner groups
The media
The power of the media
Some early history
Media demands and how to cope
Crisis management and training
Crisis management defined
Training for the worst case scenario
The corporate reputation appraisal process
Success is measurable
Media coverage and evaluation
Case studies
How corporate reputation can be damaged
The growth of trial by media
Further reading