The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset /
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| Format: | Book |
| Language: | English |
| Published: |
New York :
Free Press,
[2004]
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| Series: | Wall Street journal book.
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| Subjects: |
Table of Contents:
- 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.