The 18 Immutable Laws of Corporate Reputation. Creating, Protecting and Repairing Your Most Valuable Asset [Englisch] [Taschenbuch]

Preface

PART ONE: Establishing a Good Reputation

LAW 1. Maximize Your Most Powerful Asset

LAW 2. Know Thyself -- Measure Your Reputation

LAW 3. Learn to Play to Many Audiences

LAW 4. Live Your Values and Ethics

LAW 5. Be a Model Citizen

LAW 6. Convey a Compelling Corporate Vision

LAW 7. Create Emotional Appeal

PART TWO: Keeping That Good Reputation

LAW 8. Recognize Your Shortcomings

LAW 9. Stay Vigilant to Ever-Present Perils

LAW 10. Make Your Employees Your Reputation Champions

LAW 11. Control the Internet Before It Controls You

LAW 12. Speak with a Single Voice

LAW 13. Beware the Dangers of Reputation Rub-off

PART THREE: Repairing a Damaged Reputation

LAW 14. Manage Crises with Finesse

LAW 15. Fix It Right the First Time

LAW 16. Never Underestimate the Public's Cynicism

LAW 17. Remember -- Being Defensive Is Offensive

LAW 18. If All Else Fails, Change Your Name

Acknowledgments

Index