Organizational Reputation Management

Preface viii

1 Organizational Reputation: Defining the Indefinable 1

2 Publics and Relationships: The True Job of Public Relations 15

3 Managing Reputation: The Never-Ending Process in F.O.C.U.S. 27

4 Measuring Reputation: You Cannot Manage What You Cannot Measure 48

5 Maintaining Reputation through Crises and around the World: Legal, Ethical, Professional, and Socially Responsible Perspectives 67

6 Employees and Other Internal Publics: Close to Heart 89

Case Study: Activision Blizzard: Can Microsoft Weather the Blizzard? 102

7 Investors and Shareholders: Money Talks 109

Case Study: WeWork: Will It Work After All? 125

8 Customers and Subscribers: More Than Making a Sale 134

Case Study: Victoria's Secret: Is the Secret Out? 146

9 Government and Regulators: Playing by the Rules 153

Case Study: Tesla: Can Tesla Follow the (Yellow Brick) Road? 165

10 Media and Influencers: Any Publicity Is Good Publicity? 173

Case Study: Peloton: How Bumpy Is the Trail Ahead? 186

Index 195

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• Teoria e comportamento organizacional
• Relações públicas
• Comunicação e apresentação do negócio

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