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Managing Corporate Reputation

It's not surprising that reputation has moved to the centre of strategic thinking. But how many companies know how to manage or measure it - let alone have a reputation strategy? Far too few.
Now this expert, readable and practical report puts that right.

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You cannot ignore the fact that corporations are under the microscope as never before.

It’s not surprising that reputation has moved to the centre of strategic thinking, but how many companies know how to manage or measure it – let alone have a reputation strategy? Far too few.

Now this expert, readable and practical report puts that right.

The dynamics of corporate reputation…

… and the governing factors are complex. Will an ethical stance lead to a growth of reputation capital? Will that result in improved financial performance? What are the issues that can impact most on reputation, and how best to minimise risk?

These are just some of the topics addressed by this report.

Factors that have focused the fiercer spotlight on reputation:

** Corporate scandals exposed in the media
** Pressure from NGOs
** Corporate governance issues
** Globalisation and increased competition
** Trade liberalisation and increasing competition

This report shows you how to:

** Develop PR, brands and relationship management as the vanguards of your corporate reputation
** Strengthen your internal as well as external communications
** Improve the effective management of your stakeholders
** Build trust in the corporation at a time of failing confidence and increasing media pressure


The Structure of this Report

1 The origin of reputation
Is reputation in our genes?
What is corporate reputation?
Corporate identity(self presentation)
Corporate image
Corporate reputation
Does one corporate image exist?
Ways of creating a a corporate image from identity
The eight most significant factors in the formation of an image
The role of PR and branding in reputation management
Exercises and discussion points

2 Stakeholders
Who is a stakeholder
Stakeholder theory and reputation
The classification of stakeholders
Multiple and overlapping stakeholders
Customer markets
Internal markets
Recruitment markets
Supplier and alliance markets
Influence markets
Referral markets
Stakeholder mapping
Assessing the importance and influence of stakeholders
Conducting a stakeholder analysis
Exercise and discussion point

3 Internal communications and corporate reputation
Brand evolution
New corporate world order
The key customer – the employee
Enhancing reputation through internal communication
The wider context of internal marketing

4 Brands: the glue of reputation
Brands: the ultimate business tool
Are brands in crisis?
The rise of relationship marketing and customer equity
Archetypes and developing brand icons
Why are brands so important?
Can corporate reputation and brands be one and the same?
The rise of the own label brands
Brand names and slogans
Corporate brands
Reputation, risk and the corporate brand
Brand experience
The concept of brand equity
Financial performance measures
Exercise Conclusion

5 The tools of corporate reputation: integrated marketing communications (IMC)
The marketing mix
The concept of IMC
Situation analysis
The Key elements in communications mix
PR’s gatekeeping role in corporate reputation
Direct marketing
Word of mouth/viral marketing
Exhibitions and events
Packaging and design
A final word on image and identity

6 Corporate social responsibility and ethics
CSR, reputation and financial performance
The concept of sustainability and the triple bottom-line
The position of NGOs: who guards the guards
Cause-related marketing (CRM)
The cause-based fit: associative consistency
Breast cancer and CRM
Mission marketing

7 Strategy, planning and measurement
Strategy – what exactly is it?
The strategic planning process
Corporate capabilities
Positioning strategy
Risk Strategies
The reputation audit
The reputation plan
What affects reputation?
Dealing with change

8 Risk, issues and crisis management
What is risk?
What is risk management?
Risk and value-led organisations
Issue management
Crisis and disaster management
Disaster management
Exercise and discussion point

9 E-marketing and reputation management
Online and offline
Cyber crime and security
Technologies and processes: how they enhance and develop reputation

10 Case studies and essays
Case study 1: Why reputation is the most important asset at FedEx
Case study 2: Volvo Car Corporation: A model citizen
Case study 3: The Duke of Edinburgh’s Award International Association
Case study 4: Sarasota Memorial Health Care System (Florida, USA)
Case study 5: ITF – The International Trust Fund for demining and mine victims assistance – Slovenia
Case study 6: The HSBC global education challenge – ‘A race for education’
Essay 1: The true meaning of reputation
Essay 2: Forty-Sixty, the new Eighty-Twenty


Reputation counts now more than ever for businesses. This report turns theory into practical applications in a real-world setting. If you’re looking for a disciplined roadmap of managing reputation, you have found the right book. The content is timely and highly useful.’

Bill Margaritis, Sr. Vice President, Worldwide Communications & Investor Relations, FedEx Corp

The authors

John Dalton is Director of London School of Public Relations and Branding (LSPR) and LSPR-Worldwide. Since 1992 John has been teaching and involved with PR both in the UK and globally. He combines his teaching with various private clients whom he has helped with branding, image development and repositioning.

Susan Croft is an international public speaker and corporate trainer. She is founder and partner of ASC Training and Consulting where she is responsible for communications and sales training. Previously, she was a senior consultant with the international PR firm Hill and Knowlton. Prior to this she ran her own Los Angeles-based PR agency which was subsequently acquired by a leading international firm.

Buy now

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Download (PDF) ISBN-10: 1 85418 462 8
ISBN-13: 978 185418462 7
Pages: 277
GBP 29.00
EUR 41.00
+ VAT @ 20.00%
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Report ISBN-10: 1 85418 272 2
ISBN-13: 978 185418272 2
Pages: 277
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EUR 69.00
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