Corporate reputation, the brand and the bottom line: powerful proven communications strategies for maximising value

Citation

(2005), "Corporate reputation, the brand and the bottom line: powerful proven communications strategies for maximising value", International Journal of Productivity and Performance Management, Vol. 54 No. 8. https://doi.org/10.1108/ijppm.2005.07954hae.002

Corporate reputation, the brand and the bottom line: powerful proven communications strategies for maximising value

Corporate reputation, the brand and the bottom line: powerful proven communications strategies for maximising value

Roger HaywoodKogan Page£19.95ISBN 074944088

Its reputation is important to a commercial organisation: often it is the most important asset it has. This reputation must be nurtured and maintained. This can only be done by understanding the needs and concerns of all the stakeholders, and then developing and promoting policies that will win goodwill and support across these vital “publics”. Investment in corporate reputation initiatives can reap major financial rewards – but failure to address the key issues can be painful and expensive as this practical guide demonstrates.

This book uses a number of global case studies and the viewpoints of top executives to provide constructive guidance on how to build a successful corporate reputation. We often learn best from the failures of others and, thankfully, this book does contain some real-life disasters alongside the examples of companies where outstanding public relations policies have been implemented.

The author gives practical advice on how to set performance objectives, measure the effectiveness of reputation management, win favourable media coverage, control the cost of a programme, and maximize goodwill while minimizing risks. In a clear, informative style, he also explores relevant and timely issues such as recruitment, personal skills, board policy, communication skills and public affairs.

The underlying message throughout is that reputation management can enhance both the short- and long-term performance of a company.