Image makes up some 63% of the value of most corporations. This raises the soft practice of building and maintaining a company’s reputation to the level of an executive concern. Author Leslie Gaines-Ross provides a solid education about strategies for developing, sustaining and repairing corporate reputations. While she does not significantly advance the field with sharp new insights, she does offer more recent, pertinent research. She also buttresses her findings with useful case studies. getAbstract recommends this solid overview of an important topic to corporate marketing and public-relations students and specialists.
In this summary, you will learn
- Why a strong corporate reputation is valuable;
- Which 12 steps a company can follow to rebuild its reputation; and
- How specific corporations have dealt with reputation issues.
About the Author
Leslie Gaines-Ross is “chief reputation strategist” at a global public-relations firm. She is the architect behind leading research in CEO and corporate reputation, and is the former communications and marketing director for Fortune. Her work has appeared in the Financial Times, Fortune, Business Week, the Times of London, Forbes and the Wall Street Journal.