Organizational Reputation Management

Organizational Reputation Management

Teaches public relations through the management of relationships with key organisational publics, perfect for business and management students.

Organizational Reputation Management: A Strategic Public Relations Perspective presents comprehensive coverage of how corporations, governments, and non-profit organisations build and maintain their reputation. This unique textbook provides students with a solid understanding of the function of public relations as a strategic activity. Author Alexander V. Laskin offers a real-world relationship management perspective while employing an innovative approach to defining and analysing reputation.

Student-friendly chapters introduce all essential concepts of reputation management, describe the entire process of reputation management, help future organisational leaders appreciate the importance of reputation, explain measurement and evaluation methods, and define organisational reputation through relationships with key stakeholders such as investors, employees, and customers.

Designed to be used with the PRSA MBA/Business School Initiative curriculum, Organizational Reputation Management demonstrates how to apply the Research, Planning, Implementation, and Evaluation (RPIE) process, the Paid, Earned, Shared, and Owned (PESO) communications model, the Barcelona Principles, and other key public relations concepts in the context of organisational reputation.

Organizational Reputation Management: A Strategic Public Relations Perspective is the ideal textbook for undergraduate and graduate courses in reputation management, public relations management, and strategic communication.