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Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation Hardcover – January 2, 2008
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"The book is an easy read-which is tough to do when talking about reputation management, trust me I know-and, as the title suggests, the repair process is divided up into 12 different steps." (marketingpilgrim.com, April 3, 2008)
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12 Steps to Safeguarding and Recovering Reputation
We all know reputation matters. But what do you do if your company should lose its reputation? Would you know the distress signals to look for before crisis strikes? Would you know how to begin to restore a damaged reputation and build an enduring and lasting one? Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation does more than show you how to manage a crisis immediately after an incident, disaster or disclosure. It guides you along the long road back to recovering your company's lost reputation, and preserving its organization and culture.
Written by Dr. Leslie Gaines-Ross, one of the world's most widely acclaimed experts on CEO and corporate reputation, this pioneering work takes you through a 12-step reputation recovery model that any company can customize and apply to rebuild and restore its good nameand prevent it from being tarnished in the first place.
Recognizing the tangible value and good-will created by a company's reputation, Corporate Reputation:
Explains why reputation, more fragile than ever, matters to a company's valuation, well-being, and permission to exist
Isolates a new stagereputation recoverythat deserves its rightful place in the reputation-building process
Identifies the most important steps in recovering reputation
Explores the roles that corporate leaders play in reputation recovery and sustainability
Provides a practical, time-tested road map for restoring reputation over the long-term
Losing money is a setback for a company, but losing reputation is a major blow. Corporate Reputation shows how you can keep your reputation strong by rallying the support of employees, consumers, investors, and other key stakeholders, so that your company's most competitive asset remains alive and well.
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The book is an easy read and, as the title suggests, the repair process is divided up into 12 different steps. My favorites being "Step 1: Take the Heat-Leader First" and "Step 8: Seize the Shift." The latter explaining how corporate crises can often be linked back to shifts in business climate that leaders failed to see or ignored.
Drawing on her work with Weber Shandwick, and citing numerous case studies (IBM, BP, Xerox, Tyco, and Boeing), Gaines Ross does an excellent job with Corporate Reputation.
In summary; no CEO should be handed the reigns of a company, until they've read all 160 pages of this brilliant book.