Reputation management: the key to successful public relations and corporate communication
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York, NY [u.a.]
Routledge
2011
|
| Ausgabe: | 2. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020879705&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXVII, 428 S. Ill. |
| ISBN: | 9780415801843 9780415801850 |
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Datensatz im Suchindex
| _version_ | 1819368090763264000 |
|---|---|
| adam_text | Titel: Reputation management
Autor: Doorley, John
Jahr: 2011
TABLE OF CONTENTS
Preface xi
Acknowledgments xvi
About the Authors xviii
About the Contributors xxi
1 Reputation Management 2
Reputational Capital 4
Identity 5
Can Reputation Be Measured? 8
Can Reputation Be Managed? 9
Intangible Asset -The Wrong Perspective 9
Sidebar: It s All About Building the Relationship 10
Comprehensive Reputation Management 11
Confusing Communication with Performance and Behavior 14
Sidebar: The Edelman Public Engagement Model 16
Reputation Mis-management: Lessons From the Financial Crisis 18
The Ten Precepts of Reputation Management 21
Sidebar: Safeguarding a Brand: General Electric 25
Reputation Management: The Best Corporate Communication Strategy 26
The Expanded Reputation Formula 28
Sidebar: The Authentic Enterprise: Executive Summary 29
Sidebar: Systems Theory 31
Best Practices: Reputation Management 33
Resources for Further Study 34
Questions for Further Discussion 35
2 Ethics and Communication 36
Introduction: Why Ethics Matters 39
What is Ethics? 40
Ethics and Professional Communication 44
Ethics of Communicating 47
Ethics of Running an Organization 54
Ethics of Representation 57
Helping Companies Behave Ethically 60
Case Study: Hill Knowlton and Citizens for a Free Kuwait 63
Sidebar: Historical Perspectives on Communication Ethics 68
Ethical Communication Best Practices 73
Resources for Further Study 74
Questions for Further Discussion 75
Media Relations 76
The Case for a Centralized Media Relations Function 78
Organizing the Media Relations Function 80
Media Relations as a Lightning Rod 81
Sidebar: The Four Academie Models of Public Relations 82
Moderating Expectations 83
The Journalist and the Spokesperson 84
Fear of the Press 85
The Press Right to Know 88
The Press Penchant for Bad News 91
The Good News About the Press 93
Press Relations from a Position of Power 93
Success in Media Relations 94
Sidebar: The Art of the Pitch 96
Sidebar: Choosing the Right Tools to Convey Your Message 99
Sidebar: Shifting Media Terrain Has Raised the Stakes-and
Created Opportunities-for Media Relations 101
Best Practices in Media Relations 103
Qualities of a Good Media Relations Person 109
Resources for Further Study 110
Questions for Further Discussion 111
Social Media 112
By Laurel Hart _______
What is Social Media? 113
Corporate Participation in Social Media 120
Social Media Challenges 124
Sidebar: Air Force Blog Assessment Response Diagram 127
Sidebar: Ford Motor Company and the Economie Crisis 128
Sidebar: Mayo Clinic: Energizing Old-Fashioned Word-of-
Mouth through Social Media 129
General Best Practices 130
Resources for Further Study 133
Questions for Further Discussion 133
Organizational Communication 134
By Jeff Grimshaw and Tanya Mann______________________________
Getting Employees Aligned Is Essential to Reputation Management 136
Making Smart Choices to Align Employee Behavior with
Reputational Interests 138
Making Smart Choices to Align Employee Performance with
Reputational Interests 146
Sidebar: Driving Performance through Organizational Communication 148
Sidebar: The Evolution of Strategie Employee Communication
at Hallmark: From Reporting to Strategie Communication 158
Best Practices in Organizational Communication 161
Resources for Further Study 162
Questions for Further Discussion 163
Government Relations 164
By Ed Ingle
What Is Government Relations? 166
Organizing the Government Relations Function 169
Understanding the Key Audiences 171
Sidebar: Sidebar: Reputation and Integrity: A Profile of Bryce Harlow 173
Setting the Company s Government Relations Agenda 174
Success and Expectations Management 174
Role of Third-Party Advocacy 175
Role of the Lobbying Consultant 177
Role of Political Contributions 179
State and International Government Relations 180
Sidebar: An interview with Karan Bhatia, Vice President for
International Law and Policy, General Electric Company 182
Ethics in Lobbying 183
Best Practices 185
Resources for Further Study 187
Questions for Further Discussion 187
Community Relations 188
Hardy s Relationship-Building Principle #1: Be Involved. Be
Committed 190
Hardy s Relationship-Building Principle #2: Building
Reputation, One Relationship at a Time, Is Good Business 192
Hardy s Relationship-Building Principle #3: Choose the Right
Projects. Be Strategie 193
Hardy s Relationship-Building Principle #4: Keep Moving Ahead 195
Hardy s Relationship-Building Principle #5: Embrace Diversity 197
Sidebar: Wake Forest University: The Path to Becoming a
National University 199
Hardy s Relationship-Building Principle #6: When Things Go
Wrong, Make Them Right as Fast as You Can 201
Sidebar: Community Relationships Are Based on Trust 201
Best Practices 203
Resources for Further Study 205
Questions for Further Discussion 205
8 Investor Relations 206
The authors and Eugene L. Donati
What Is Investor Relations? 208
The Goals and Roles of Investor Relations 209
A Brief Introduction to the Financial Markets and Investment 209
Disclosure and Materiality 213
Information Intermediaries: Securities Analysts 218
Information Intermediaries: The Financial Media 220
Sidebar: Tools of the Trade: Methods of Investor Relations 222
Best Practices 225
Resources for Further Study 226
Questions for Further Discussion 227
9 Global Corporate Communication 228
By Lynn Appelbaum and Gail S. Belmuth with Katja Schroeder________
Case Study: SAP Business Suite 229
The Global Imperative 232
The Global Corporate Communication Role 236
Standardize or Customize? That Is the Question 237
The Global Communication Network 238
Internal Communication-Worldwide 239
External Communication 243
Sidebar: Hewlett-Packard 251
Working with Public Relations Agencies 253
Sidebar: Measuring the Success of Global Communication 254
Sidebar: How to Balance Global Reputation with Local Market
Needs: Insights from the Global SAP Business Suite 7 Launch 255
Best Practices 256
Resources for Further Study 256
Questions for Further Discussion 257
10 Integrated Communication 258
By Timothy R McMahon, PhD_____________ ___________^^_
A-lo-haUh-oh! 259
Foundational Concepts 260
Tactical Tools 267
Summing It All Up: Best Practices 273
Sidebar: The Big Share: Integrated Communication Strategy in
an Era of Social Media 274
Resources for Further Study 276
Questions for Further Discussion 277
11 Issues Management 278
Issues Management Overview 280
Developing an Issues Management Plan 285
Sidebar: Sample Threat Assessment: An Embezzlement 289
Best Practices 300
Resources for Further Study 301
Questions for Further Discussion 301
12 Crisis Communication 302
Introduction 305
Sidebar: Quick Choices and the Least Bad Outcome 311
Timeliness of Response: The Need for Speed 312
Sidebar: Ten Avoidable Mis-Steps 316
Control the Communication Agenda 317
Sidebar: Checklist for Crisis Response Preparedness 319
Dealing with Rumors 320
Best Practices 332
Resources for Further Study 333
Questions for Further Discussion 333
13 Corporate Responsibility 334
By Anthony R Ewing
Nike sjourney 335
Corporate Responsibility 338
Communicating Corporate Responsibility 342
Best Practices 346
Resources for Further Study 356
Questions for Further Discussion 357
14 Public Relations Consulting 358
By Louis Capozzi, retired CEO, MS L____________________________
Overview: The Public Relations Consulting Business 360
The History of Public Relations Consulting Firms 360
Financial Management 365
Managing Consultants and Consultancies 366
Sidebar: The Deming System of Profound Knowledge 367
Client Service: A Creative Collaboration 368
Sidebar: What Clients Expect from Their Consultants 370
Pitching and Winning New Business 373
Ethics in Public Relations Consulting 376
Sidebar: The ICCO Stockholm Charter 376
Resources for Further Study 378
Questions for Further Discussion 379
15 Challenges and Opportunities in Corporate and
Organizational Communication 380
Earning a Seat at the Table: Defming the Professional
Communicator s Role 382
Sidebar: Historical Perspective: Edward L. Bernays and the
Roots of Applied Anthropology 386
The Future of Corporate and Organizational Communication
and Public Relations 388
Sidebar: Six Challenges Facing the Public Relations Practitioner Today 389
Becoming Truly Strategie in Managing Corporate and
Organizational Communication 392
Notes 399
Index 412
|
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| spellingShingle | Doorley, John Garcia, Helio Fred Reputation management the key to successful public relations and corporate communication Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Prestige (DE-588)4076334-1 gnd Unternehmen (DE-588)4061963-1 gnd Management (DE-588)4037278-9 gnd Kommunikation (DE-588)4031883-7 gnd Strategisches Management (DE-588)4124261-0 gnd |
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| title | Reputation management the key to successful public relations and corporate communication |
| title_auth | Reputation management the key to successful public relations and corporate communication |
| title_exact_search | Reputation management the key to successful public relations and corporate communication |
| title_full | Reputation management the key to successful public relations and corporate communication John Doorley and Helio Fred Garcia |
| title_fullStr | Reputation management the key to successful public relations and corporate communication John Doorley and Helio Fred Garcia |
| title_full_unstemmed | Reputation management the key to successful public relations and corporate communication John Doorley and Helio Fred Garcia |
| title_short | Reputation management |
| title_sort | reputation management the key to successful public relations and corporate communication |
| title_sub | the key to successful public relations and corporate communication |
| topic | Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Prestige (DE-588)4076334-1 gnd Unternehmen (DE-588)4061963-1 gnd Management (DE-588)4037278-9 gnd Kommunikation (DE-588)4031883-7 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Öffentlichkeitsarbeit Prestige Unternehmen Management Kommunikation Strategisches Management Lehrbuch |
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