Most helpful positive review
3 of 3 people found the following review helpful
A Master's Course in Reputation Management
on June 21, 2011
If you own a company and are concerned about your company's most valuable asset, its reputation, then get this book. Dr. Diermeier has written a thoroughly researched and documented work that covers every aspect of reputation management. After running the CEO Perspective Program at the Kellogg School of Management for seven years, he found that CEO's across the board focus on two issues in their business. The first is "People", and the second (to the author's surprise) is "Reputation". This book gives readers the tools to understand their reputation and manage it well.
The first chapter is the best chapter. Through many different examples, the author walks you through dealing with a crisis, managing your reputation in a shorter news cycle, and growing your trust radar. Each issue is critically important for companies big and small in today's environment. This chapter provides a firm foundation for the rest of the book.
The second chapter has a great section on changing your company from a villain (the default mode for virtually all companies) into a hero. The fourth chapter deals with the issue of outrage and a reputation crisis. Very helpful information on the differences between a company's perspective on a business decision and the public perspective. The eighth chapter has some good advice on building a team to manage your reputation, especially for larger companies. The conclusion has one of the best pieces of advice in the book, and its also the shortest chapter. Really great insight into "the expert trap", almost worth buying the book for this part by itself.
This is a book worth reading, but its not without its drawbacks. First, it is very dense for a book that is less than 300 pages. You will feel like you have had a Master's Course by the time you are done reading this. Secondly, despite the author's caveat in the introduction that it applies to all business owners, there is a natural bias towards larger businesses. There is a lot of valuable information for the smaller businesses as well, just know that there are some items that will not apply to your company. All in all, this is a book worth buying for any business owner looking to build, manage, or understand their reputation. Recommended.