Brand Anarchy: Managing corporate reputation

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A&C Black, Mar 29, 2012 - Business & Economics - 272 pages
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As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control. The question is what they can do about it now, and what they need to consider for the future.

The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before. Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context, it's reputation anarchy.

In Brand Anarchy, Steve Earl and Stephen Waddington draw on insight from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Mark Thompson and Seth Godin to explore how reputations can be better managed and the new challenges that the future of media may bring.

This plain-speaking, shrewd book pulls no punches. It's a survival guide for anyone concerned what others think or say about them.
 

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Contents

1 Corporate reputation
3
traditional versus digital
29
3 Cutting out the middleman
55
4 The end of spin and the need for authentic communication
87
5 The audience answers back
113
6 On the inside
131
7 Monitoring and the management of risk
153
8 Measuring reputation
177
the future of organisational communication
201
10 Reskilling for the future
225
Index
247
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About the author (2012)

Steve Earl and Stephen Waddington are joint Managing Directors of Speed, one of the UK's most prominent communications agencies working with clients across digital and conventional media. Speed builds and manages reputation for major brands such as The Economist, Symantec, Tesco, Toshiba and Virgin.

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