Skip to Content

Strategic Reputation Management

Towards A Company of Good

By Pekka Aula, Saku Mantere

Published April 24th 2008 by Routledge – 242 pages

Purchasing Options:

Description

Strategic Reputation Management examines the ways in which organizations achieve "goodness" through reputation, reputation management and reputation strategies. It presents a contemporary model of strategic reputation management, helping organizations and stakeholders to analyze the business environment as a communicative field of symbols and meanings in which the organization is built or destroyed. Authors Pekka Aula and Saku Mantere introduce the eight generic reputation strategies, through which organizations can organize their stakeholder relationships in various ways. They illustrate their arguments using real-world examples and studies, from the Finnish Ski Association to Philip Morris International.

This book serves as required reading in advanced courses covering public relations practice, advanced topics in PR, corporate communication, management, and marketing. Professionals working in PR, business, management and marketing will also find much of interest in this volume.

Contents

PART I. COMPANY OF GOOD: A CONTRADICTION IN TERMS?

1. The Question Concerning the Good Company: A Good Question

Strategic Reputation Management: Being Good, Doing Good, Looking Good

Old School Strategic Management: A Psychopathic Organization?

Antonym to the Old School: Towards a Good Corporate life

Key Concepts for this Book

Plan for this book

PART II. STRATEGIC REPUTATION MANAGEMENT

2. Reputation of the Good Company

Who gets to define reputation?

Reputation as past, present and future

Genesis of reputation in management

Evaluating reputation

Summary: reputation of a good company

3. Is reputation capital or interpretation?

Reputation as capital

Reputation as interpretation

The core: sufficiently uniform identity

4. The arena model of organizational reputation

Arenas on markets of meaning

Summary: Three implications of the arena model to reputation

5. Reputational arenas on markets of meaning

Four arenas

Eight reputation strategies

Peace

Defense

Offensive

Riot

The right strategy at the right time

Network strategies

Summary: Towards the management of a company of good

PART III. MANAGING THE COMPANY OF GOOD

6. Doing Good Deeds

Instrumental goodness or intrinsic goodness?

Company as a good citizen

Strategy-as-Zeitgeist: Instrumental value

Strategic reputation management of the good company

Strategy as communication: Towards strategic management of the good

Summary: Strategic management of the good

7. Communicating the Good

To manage is to communicate

Reputational communication: from "communicatio" to "communicare"

Organization is based on human communication

Reputation management as "communicare"

Summary: communication of the good

8. Managing good relationships

Good Companies in Networks

Foundations for good relations

PART IV. CONCLUSION

9. Conclusion: Company of Good

The strategic reputation management of the good company

The good company is not a fad

For the good audience

References

Author Bio

Pekka Aula is Professor of Communication at Department of Communication, University of Helsinki, Finland. His research interests lie in the problematic of formation and reformation, construction and reconstruction of communicative processes in and between complex organizational networks. He has published and edited several books, and published articles in national and international journals. He is also adjunct professor at the University of Jyvaskyla.

Saku Mantere is acting Professor of Management and Organization at Swedish School of Economics and Business Administration in Helsinki, Finland. His research is focused on understanding organizational strategy as a social phenomenon, e.g., its discourses, practices and social positions. He has published in journals such as Organization Science, Journal of Management Studies, Strategic Organization and Journal of Organizational Change Management and Business & Society and Scandinavian Journal of Management

Name: Strategic Reputation Management: Towards A Company of Good (Paperback) – Routledge 
Description: By Pekka Aula, Saku Mantere. Strategic Reputation Management examines the ways in which organizations achieve "goodness" through reputation, reputation management and reputation strategies. It presents a contemporary model of strategic reputation management, helping...
Categories: Public Relations, Strategic Management, Public Relations