Teaches public relations through the management of relationships with key organizational 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 organizations build and maintain their reputation. This unique textbook provides students with a solid understanding of the function of public relations as a strategic activity, as author Alexander V. Laskin offers a real-world relationship management perspective while employing an innovative approach to defining and analyzing reputation.

Student-friendly chapters introduce all essential concepts of reputation management, describe the entire process of reputation management, help future organizational leaders appreciate the importance of reputation, explain measurement and evaluation methods, and define organizational 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 organizational 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.

ALEXANDER V. LASKIN is Professor of Strategic Communication at Quinnipiac University. He is the author of Social, Mobile, and Emerging Media Around the World, Investor Relations and Financial Communication, and more than 100 publications on investor relations, reputation management, and emerging technologies. His research has been recognized with awards from the Association for Business Communication, the Association for Education in Journalism and Mass Communication, and the Institute for Public Relations.

Preface viii

1 Organizational Reputation: Defining the Indefinable 1

2 Publics and Relationships: The True Job of Public Relations 15

3 Managing Reputation: The Never-Ending Process in F.O.C.U.S. 27

4 Measuring Reputation: You Cannot Manage What You Cannot Measure 48

5 Maintaining Reputation through Crises and around the World: Legal, Ethical, Professional, and Socially Responsible Perspectives 67

6 Employees and Other Internal Publics: Close to Heart 89

Case Study: Activision Blizzard: Can Microsoft Weather the Blizzard? 102

7 Investors and Shareholders: Money Talks 109

Case Study: WeWork: Will It Work After All? 125

8 Customers and Subscribers: More Than Making a Sale 134

Case Study: Victoria's Secret: Is the Secret Out? 146

9 Government and Regulators: Playing by the Rules 153

Case Study: Tesla: Can Tesla Follow the (Yellow Brick) Road? 165

10 Media and Influencers: Any Publicity Is Good Publicity? 173

Case Study: Peloton: How Bumpy Is the Trail Ahead? 186

Index 195