The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset by Alsop, Ronald instant download

The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset by Alsop, Ronald instant download

xii, 306 pages ; 24 cm, \"Veteran journalist Ron Alsop recounts numerous tales from household names such as Starbucks, McDonald's, Coca-Cola and Microsoft in this study of that vital element of doing business - corporate reputation. With 85 per cent of companies interviewed believing that reputation can have a major impact on business performance, this book shows you the benefits of a good reputation and the consequences of a bad one as well as how to measure reputation and nurture a good one. Alsop provides 18 laws, drawn from years of experience, covering every aspect of corporate reputation.\" \"This book is not only ideal for business executives, but also for anyone eager to know more about the companies they deal with, or whose products they buy. Including comments and advice from industry figures and peppered with real-life case studies, this is a fascinating read.\"--Jacket, 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