Reputation management: the key to successful public relations and corporate communication / John Doorley

1. Reputation Management; Reputational Capital; Identity; Can Reputation Be Measured?; Can Reputation Be Managed?; "Intangible Asset"-The Wrong Perspective; Sidebar: It's All About Building the Relationship; Comprehensive Reputation Management; Confusing Communication with Performance and Behavior; Sidebar: The Edelman Public Engagement Model. Reputation Mis-management: Lessons From the Financial CrisisThe Ten Precepts of Reputation Management; Sidebar: Safeguarding a Brand: General Electric; Reputation Management: The Best Corporate Communication Strategy; The Expanded Reputation Formula; Sidebar: The Authentic Enterprise: Executive Summary; Sidebar: Systems Theory; Best Practices: Reputation Management; Resources for Further Study; Questions for Further Discussion; 2. Ethics and Communication; Introduction: Why Ethics Matters; What is Ethics?; Ethics and Professional Communication; Ethics of Communicating. Ethics of Running an OrganizationEthics of Representation; Helping Companies Behave Ethically; Case Study: Hill & Knowlton and Citizens for a Free Kuwait; Sidebar: Historical Perspectives on Communication Ethics; Ethical Communication Best Practices; Resources for Further Study; Questions for Further Discussion; 3. Media Relations; The Case for a Centralized Media Relations Function; Organizing the Media Relations Function; Media Relations as a Lightning Rod; Sidebar: The Four Academic Models of Public Relations; Moderating Expectations; The Journalist and the Spokesperson; Fear of the Press. The Press' Right to KnowThe Press' Penchant for Bad News; The Good News About the Press; Press Relations from a Position of Power; Success in Media Relations; Sidebar: The Art of the Pitch; Sidebar: Choosing the Right Tools to Convey Your Message; Sidebar: Shifting Media Terrain Has Raised the Stakes-and Created Opportunities-for Media Relations; Best Practices in Media Relations; Qualities of a Good Media Relations Person; Resources for Further Study; Questions for Further Discussion; 4. Social Media; What is Social Media?; Corporate Participation in Social Media; Social Media Challenges. Sidebar: Air Force Blog Assessment Response DiagramSidebar: Ford Motor Company and the Economic Crisis; Sidebar: Mayo Clinic: Energizing Old-Fashioned Word-of- Mouth through Social Media; General Best Practices; Resources for Further Study; Questions for Further Discussion; 5. Organizational Communication; Getting Employees Aligned Is Essential to Reputation Management; Making Smart Choices to Align Employee Behavior with Reputational Interests; Making Smart Choices to Align Employee Performance with Reputational Interests; Sidebar: Driving Performance through Organizational Communication. Sidebar: The Evolution of Strategic Employee Communication at Hallmark: From Reporting to Strategic Communication.