Reputation Management: Management Extra (Management Extra S.)

front cover......Page 1
copyright......Page 5
table of contents......Page 6
List of Activities......Page 8
List of Figures......Page 9
List of Tables......Page 10
Series preface......Page 12
Introduction: Having a good reputation counts......Page 14
Creating and managing a reputation......Page 16
How attitudes are formed......Page 17
Feedback......Page 20
Reputation and the enterprise......Page 22
Types of image......Page 23
Recap......Page 27
More @......Page 28
Corporate image and added value......Page 29
Sponsorship......Page 33
Word of mouth......Page 36
Feedback......Page 39
What an outside agency might do......Page 40
Developing a brief......Page 43
Measuring outcomes......Page 45
Recap......Page 48
More @......Page 49
Commodity products versus branded products......Page 51
Strategic issues in branding......Page 53
Feedback......Page 56
Brands and positioning......Page 57
Feedback......Page 59
Brand names......Page 60
Brands and semiotics......Page 61
Brand extensions......Page 62
Recap......Page 65
More @......Page 66
4 Managing the internal image......Page 67
Internal versus external marketing......Page 68
Feedback......Page 72
Organisational needs......Page 73
Internal communications media......Page 75
Feedback......Page 79
Internal marketing and change management......Page 80
Front-line staff......Page 81
Feedback......Page 84
Recap......Page 85
More @......Page 86
5 Managing the external image......Page 87
What public relations does......Page 88
What do public relations managers do?......Page 89
Tools of public relations......Page 90
Feedback......Page 94
Ethical theory......Page 95
Establishing a corporate ethical framework......Page 96
Pressure groups......Page 97
Professional ethics for public relations officers......Page 99
Feedback......Page 101
Protecting reputation and image: risk management......Page 102
Establishing a crisis team......Page 103
Dealing with the media in a crisis......Page 104
Feedback......Page 108
Recap......Page 109
More @......Page 110
References......Page 111