Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation
"In a sea of business books, Corporate Reputation is a
beacon of light for all leaders and future leaders looking for
direction in the treacherous waters of a volatile business
environment. It delivers a message that's provocative, insightful,
and needs to be heard."
—Heidi Henkel Sinclair, Director of Communications, Bill & Melinda Gates Foundation
"Every CEO, senior executive, and, increasingly, board member
now appreciates the importance of building and protecting a
company's reputation. Anyone who depends upon or shapes a company's
reputation—customers, employees, news media, NGOs, and
bloggers—will benefit from reading Dr. Gaines-Ross's book and
will learn more about the influence they wield over corporate
—Dr. Robert G. Eccles, Senior Lecturer, Harvard Business School
"At a time when companies are facing unprecedented reputation
crises comes a timely primer from Dr. Gaines-Ross that tells us
what companies need to do to bring their reputations back from the
brink. The book's 12-step reputation recovery model captures what
we know about effective crisis management, and brings the process
to life with a host of detailed case examples. It's right on the
—Dr. Charles Fombrun, CEO, Reputation Institute
"Finally, a book that clearly, realistically, and compellingly
explains how companies of all types and sizes can protect and
restore an invaluable company asset—corporate reputation.
Brilliant insights and practical solutions leap from each page! A
definite must-read for business professionals everywhere."
—Anthony Sardella, CEO, Evolve24 and Adjunct Professor at the Olin School of Business, Washington University in St. Louis
A Tipping Point.
The New Reputation Rules of Engagement.
One Step at a Time.
Step 1: Take the Heat—Leader First.
Step 2: Communicate Tirelessly.
Step 3: Don’t Underestimate Your Critics and Competitors.
Step 4: Reset the Company Clock.
Step 5: Analyze What Went Wrong and Right.
Step 6: Measure, Measure, and Measure Again.
Step 7: Right the Culture.
Step 8: Seize the Shift.
Step 9: Brave the Media.
Step 10: Build a Drumbeat of Good News.
Step 11: Commit to a Marathon, Not a Sprint.
Step 12: Minimize Reputation Risk.
Return to Flight.
Reputation Loss is All but Inevitable.
Reputation Recovery Comes With No Expiration Date.
Reputation Wounds are Often Self-Inflicted.
New Reputation Perils Lie Ahead.
Reputation Radar is Not a Luxury.
Reputation Halos Do Not Make you a Saint.
Reputation is and Always Will be a Job For CEOs.
Beyond The Bottom Line.
Reputation Capital Rules.