Lien ebook : http://ezproxy.univ-catholille.fr/login?url=https://www.vleb...

eISBN : 9780754682974

Sommaire : Contents

1. Introduction
Does your corporate reputation really matter ?
Your reputation affects business results every day of every year
Reputation is a corporation's most important asset
Danger signs that show you have an issue to resolve
Understanding and managing reputation
Who should own the issue inside your organization

2. What is the Difference Between a Brand and a Reputation ?
Defining brand and reputation
The intimate relationship between brand and reputation
How a reputation is built
Sage advice from an industry watcher

3. How is a Corporate Reputation Built Over Time ?
Key business events and touch-points that influence reputation
In summary

4. 360° Mapping of Stakeholder Influence
Fact-based marketing as a core principle
Taking a 360° view of your reputation
Building an influence map of stakeholders
The list of companies and individuals who affect your reputation

5. Building Executive Commitment to Measure your Reputation and the Key Role of Communications
Executive workshop
Where should we find the resources to carry out the research – internally or externally ?
The scale and complexity of the project
The role of communications in managing reputation

6. Researching your Organization's Reputation
Building an effective questionnaire
The importance of objectivity to reveal the whole truth
The nature of the interview
Customer and prospect survey example
Surveying staff
Employee survey example
The importance of patience while the research team assesses the results
Including your partners in the process

7. The Results of your Research
Common issues the research may have revealed
Customer and staff expectation mismatch
Corporate messaging should be based on the real you on your best day
Industry analysts
The media
Customer-facing staff

8. Building and Implementing the Plan
Is the CEO leading the pack ?
Renewing executive commitment
Building commitment from the middle management team
The importance of setting realistic expectations

9. Managing the Industry Analysts
Who are they ?
Reactive plan
Proactive planning
Maturity required
Organizational issues

10. A Case in Point
Comunica
Stakeholders
Remedies
The bottom line

11. The Time to Take Action
The importance of continuing and renewing the plan
Advice on how to start a project
Web reputations
The oldest business value – reputation
Index

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque