Brand Anarchy

Managing corporate reputation

Stephen Waddington, Steve Earl

• Publisher: A&C Black Business Information and Development
• Year: 2012
• Print ISBN: 9781408157220
• eBook ISBN: 9781408159699
• Edition: 1
• Topic: Business
• Subtopic: Public Relations
• Index: Business

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.

Table of contents

• Cover
• Contents
• About the authors
• Acknowledgements
• Introduction
• 1. Corporate reputation
• 2. Media: traditional versus digital
• 3. Cutting out the middleman
• 4. The end of spin and the need for authentic communication
• 5. The audience answers back
• 6. On the inside
• 7. Monitoring and the management of risk
• 8. Measuring reputation
• 9. Participation: the future of organisational communication
• 10. Reskilling for the future
• Index