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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Leslie Gaines-Ross 著

出 版 社： 《HOW好》杂志社

出版时间： 2008-1-1字数：版次： 1页数： 183印刷时间： 2008/01/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470171509包装： 精装编辑推荐

作者简介：Dr. Leslie Gaines-Ross is Chief Reputation Strategist for Weber Shandwick, a global public relations firm. She is the architect behind landmark research in the areas of CEO reputation and corporate reputation and the www.reputationRX.com Web site. Before joining Weber Shandwick, Dr. Gaines-Ross was the Communications and Marketing Director for Fortune. Her work has appeared in publications including the Financial Times, Fortune, BusinessWeek, the Times of London, Forbes and the Wall Street Journal. She is currently on the Executive Advisory Panel of Corporate Reputation Review, an international journal devoted to the management of corporate reputation.

内容简介

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

Step 4 Reset the Company Clock

5 Rewind

Step 5 Analyze What Went Wrong and Right

Step 6 Measure, Measure, and Measure Again

6 Restore

Step 7 Right the Culture

Step 8 Seize the Shift

Step 9 Brave the Media

7 Recover

Step 10 Build a Drumbeat of Good News

Step 11 Commit to a Marathon, Not a Sprint

Step 12 Minimize Reputation Risk

Part III

8 Return to Flight

Notes

Index

 

 

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