This book shows you the benefits of a good corporate reputation and the consequences of a bad one.
'Indispensable insights into creating and maintaining a good corporate reputation. The writing is straightforward and refreshingly free of jargon, and the company examples are timely, relevant, and revealing.'
Paul Danos, Dean, Tuck School of Business at Dartmouth.
'Every executive will benefit from reading this expertly written guide' - Ronald Sargent, President and CEO, Staples, Inc.
'A unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations.' Joy Marie Sever, Senior VP, The Reputation Practice at Harris Interactive
In this topical and up-to-date book, Wall Street Journal news editor Ron Alsop provides 18 lessons based on years of experience covering every aspect of corporate reputation. He shows the benefits of a good reputation, the consequences of a bad one, how to measure reputation and nurture a good one. There's advice on how to identify the most likely dangers to a company's reputation, how to use the Internet to control perception of an organization, and how to present good deeds in the right way. Punchy and informative, it draws on real life examples from major corporations, including FedEx, BP, McDonalds, DuPont, Calvin Klein, Coca-Cola, Levi Strauss and Co. and Enron.
Ron Alsop is a news editor and special writer at the Wall Street Journal. He has served as the newspaper's marketing columnist, was editor of the Marketplace page, and is co-author of The Wall Street Journal on Marketing.