The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset /
Alsop, Ronald.
The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset / Eighteen immutable laws of corporate reputation Ronald J. Alsop. - New York : Free Press, c2004. - xii, 306 p. ; 24 cm. - A Wall Street journal book .
Includes bibliographical references and index.
Part 1: Establishing a good reputation -- Maximize your most powerful asset -- Know thyself-measure your reputation -- Learn to play to many audiences -- Live your values and ethics -- Be a model citizen -- Convey a compelling corporate vision -- Create emotional appeal -- Part 2: Keeping that good reputation -- Recognize your shortcomings -- Stay vigilant to ever-present perils -- Make your employees your reputation champions -- Control the Internet before it controls you -- Speak with a single voice -- Beware the dangers of reputation rub-off -- Part 3: Repairing a damaged reputation -- Manage crises with finesse -- Fix it right the first time -- Never underestimate the public's cynicism -- Remember -- being defensive is offensive -- If all else fails, change your name.
A veteran "Wall Street Journal" authority on branding offers a most timely look at why problems in corporate reputation have never been more widespread--and gives organizations the 18 rules to follow in developing and perfecting a sterling image.
074323670X
2003064354
Corporate image.
Brand name products--Management.
Corporations--Public relations.
HD59.2 / AL462 2004
659.2
The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset / Eighteen immutable laws of corporate reputation Ronald J. Alsop. - New York : Free Press, c2004. - xii, 306 p. ; 24 cm. - A Wall Street journal book .
Includes bibliographical references and index.
Part 1: Establishing a good reputation -- Maximize your most powerful asset -- Know thyself-measure your reputation -- Learn to play to many audiences -- Live your values and ethics -- Be a model citizen -- Convey a compelling corporate vision -- Create emotional appeal -- Part 2: Keeping that good reputation -- Recognize your shortcomings -- Stay vigilant to ever-present perils -- Make your employees your reputation champions -- Control the Internet before it controls you -- Speak with a single voice -- Beware the dangers of reputation rub-off -- Part 3: Repairing a damaged reputation -- Manage crises with finesse -- Fix it right the first time -- Never underestimate the public's cynicism -- Remember -- being defensive is offensive -- If all else fails, change your name.
A veteran "Wall Street Journal" authority on branding offers a most timely look at why problems in corporate reputation have never been more widespread--and gives organizations the 18 rules to follow in developing and perfecting a sterling image.
074323670X
2003064354
Corporate image.
Brand name products--Management.
Corporations--Public relations.
HD59.2 / AL462 2004
659.2