Managing Corporate Reputation Edition 2

"Reputation counts now more than ever for businesses. This report turns theory into practical applications in a real-world setting. If you’re looking for a disciplined roadmap of managing reputation, you have found the right book. The content is timely and highly useful."

Bill Margaritis, Sr. Vice President, Worldwide Communications & Investor Relations, FedEx Corp

INTRODUCTION
The structure of this Report

1 THE ORIGIN OF REPUTATION
Is reputation in our genes?
What is corporate reputation?
Corporate identity (self-presentation)
Corporate image
Corporate reputation
Does one corporate image exist?
Ways of creating a corporate image from identity
The eight most significant factors in the formation of an image
The role of PR and branding in reputation management
Exercises and discussion points
Summary

2 STAKEHOLDERS
Introduction
Who is a stakeholder?
Stakeholder theory and reputation
The classification of stakeholders
Multiple and overlapping stakeholders
Customer markets
Internal markets
Recruitment markets
Supplier and alliance markets
Influence markets
Referral markets
Stakeholder mapping
Assessing the importance and influence of stakeholders
Conducting a stakeholder analysis
Exercise and discussion point
Summary

3 INTERNAL COMMUNICATIONS AND CORPORATE REPUTATION • CLIVE LANDA
Introduction
Brand evolution
New corporate world order
The key customer – the employee
Enhancing reputation through internal communication
The wider context of internal marketing
Summary

4 BRANDS: THE GLUE OF REPUTATION
Introduction
Brands: the ultimate business tool
Are brands in crisis?
The rise of relationship marketing and customer equity
Archetypes and developing brand icons
Why are brands now so important?
Can corporate reputation and brands be one and the same?
The rise of the own label brands
Brand names and slogans
Corporate brands
Reputation, risk and the corporate brand
Brand experience
The concept of brand equity
Financial performance measures
Exercise
Conclusion

5 THE TOOLS OF CORPORATE REPUTATION: INTEGRATED MARKETING COMMUNICATIONS (IMC)
Introduction
The marketing mix
The concept of IMC
Situation analysis
The key elements in the communications mix
PR’s gatekeeping role in corporate reputation
Sponsorship
Direct marketing
Advertising
Word of mouth/viral marketing
Exhibitions and events
Packaging and design
A final word on image and identity
Summary
Exercise

6 CORPORATE SOCIAL RESPONSIBILITY (CSR) AND ETHICS 129
Introduction
Terminology
CSR, reputation and financial performance
The concept of sustainability and the triple bottom-line
The position of NGOs: who guards the guards?
Cause-related marketing (CRM)
The cause-based fit: associative consistency
Breast cancer and CRM
Mission marketing
Summary

7 STRATEGY, PLANNING AND MEASUREMENT
Introduction
Strategy – what exactly is it?
The strategic planning process
Corporate capabilities
Exercise
Positioning strategy
Innovation and strategy
Risk strategies
Exercise
The reputation audit
Key elements of the reputation plan
Measurement
What affects reputation?
Dealing with change
Exercise
Summary

8 RISK, ISSUES AND CRISIS MANAGEMENT
Introduction
What is risk?
What is risk management?
Risk and value-led organizations
Issue management
Crisis and disaster management
Disaster management
Conclusion
Exercise and discussion point

9 E-MARKETING AND REPUTATION MANAGEMENT • WITH NOUR LAOUISSET
Online and offline
Cyber crime and security
Technologies and processes: how they can enhance and develop reputation
Exercise
Summary

10 CASE STUDIES AND ESSAYS
Case study 1: Why reputation is the most important asset at FedEx
Case study 2: Volvo Car Corporation: A model citizen
Case study 3: The Duke of Edinburgh’s Award International Association
Case study 4: Sarasota Memorial Health Care System (Florida, USA)
Case study 5: ITF – The International Trust Fund for demining and mine victims assistance – Slovenia
Case study 6: The HSBC global education challenge – "A race for education"

Essay 1: The true meaning of reputation
Essay 2: Forty-Sixty, the new Eighty-Twenty

Susan Croft

Susan Croft is an international public speaker and corporate trainer. She is founder and partner of ASC Training and Consulting where she is responsible for communications and sales training. Previously, she was a senior consultant with the international PR firm Hill and Knowlton. Prior to this she ran her own Los Angeles-based PR agency which was subsequently acquired by a leading international firm.

John Dalton

John Dalton is Director of London School of Public Relations and Branding (LSPR) and LSPR-Worldwide. Since 1992 John has been teaching and involved with PR both in the UK and globally. He combines his teaching with various private clients whom he has helped with branding, image development and repositioning.

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