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.
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
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
Eight reputation strategies
The right strategy at the right time
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