Reputation Matters: Why Branding & Pr Is Not Enough (Empowering Leadership Potential)

An organization's reputation is a critically important part of attracting customers, great talent and suppliers whilst having political credibility. In this current world of unfettered social media access, organizations - private, public and not-for-profit - are more vulnerable to attacks, both legitimate and illegitimate. And yet many remain ill prepared for how to manage these types of crises. Traditionally, organizational reputation has fallen under the purview of legal advisors, brand and public relations. While these professionals remain necessities, they are no longer adequate to wholly manage an organization's reputation. Organizations now require clear ethical standards and practices to manage their reputation, and its why the practice area of Environmental, Social & Governance (ESG) has become a rapidly growing discussion among the C-Suite. This book discusses the five major vulnerabilities organizations face providing cases for navigating a path that improves business outcomes. By moving away from relying solely on compliance and positive statements in brand and public relations, to also implementing improved ethics and values in an organization's behaviour will set the stage for a resilient business that can flourish in the 21st century.

Author: Craig Lund, Barry Lyons

Publisher: American Marketing Association, Toronto

Publication Date: Sep 27, 2023

Number of Pages: 122 pages

Language: English

Binding: Paperback

ISBN-10: 177780664X

ISBN-13: 9781777806644