Managing Corporate Reputation: The New Currency (Thorogood Professional Insights series)

'You cannot ignore that corporations are under the microscope as never before."It's not surprising that reputation has moved to the centre of strategic thinking. but how many companies know how to manage or measure it - let alone have a reputation strategy? Far too few.Now this expert, readable and practical report puts that right.The dynamics of corporate reputation and the factors governing is are complex. Will an ethical stance lead to grown of reputation capital? Will that result in improved financial performance? What are the issues that can impact most on reputation, and how best to minimise risk?Factors that have focused on fiercer spotlight on reputation:corporate scandals exposed in the mediapressure from NGOscorporate governance issuesglobalisation and increased competitiontrade liberalisation and increasing competitionThis report shows you how to:develop PR, brands and relationship management as the vanguards of your corporate reputationstrengthen your internal as well as external communicationsimprove the effective management of your stakeholdersbuild trust in the corporation at a time of failing confidence and increasing media pressure