Corporate Reputation

About the Author

Dr. Leslie Gaines-Ross is a renowned expert in corporate reputation and strategic communication. As the chief reputation strategist for Weber Shandwick, a global public relations firm, she has pioneered significant research in CEO and corporate reputation. Her influential work includes the creation of the ReputationRX platform, which provides insights and strategies for companies aiming to build and maintain strong reputations. Dr. Gaines-Ross has also contributed extensively to the understanding of how organizations can recover from reputational crises and emerge stronger. Her experience and expertise make her a trusted advisor to many organizations navigating the complex landscape of corporate reputation.

Main Idea

The core idea of "Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation" revolves around the structured and methodical process of recovering and maintaining a company's reputation. Dr. Gaines-Ross emphasizes that reputation is a critical asset for any organization and that its loss can be a significant setback. However, with the right strategies and leadership, a tarnished reputation can be restored. The book outlines a four-stage, twelve-step model for reputation recovery, providing detailed guidance and real-world examples to help organizations navigate through crises and rebuild their reputations.

Table of Contents

1. Introduction
2. Reputation Matters
3. Stage One: Rescue
4. Step 1: Take the Heat - Leader First
5. Step 2: Communicate Tirelessly
6. Step 3: Don't Underestimate Your Critics and Competitors
7. Step 4: Reset the Company Clock
8. Stage Two: Rewind
9. Step 5: Analyze What Went Wrong and Right
10. Step 6: Measure, Measure and Measure Again
11. Stage Three: Restore
12. Step 7: Right the Culture
13. Step 8: Seize the Shift
14. Step 9: Brave the Media
15. Stage Four: Recover
16. Step 10: Build a Drumbeat of Good News
17. Step 11: Commit to a Marathon, Not a Sprint
18. Step 12: Minimize Reputation Risk

Reputation Matters

Reputation is more than just a public image; it's a vital asset that affects a company's bottom line and its ability to operate effectively. According to Dr. Gaines-Ross, "Reputation means how positively, or negatively, a company or similar institution is perceived by its key stakeholders - the people or entities that the company or institution relies on for its success." A strong reputation can lead to increased trust, customer loyalty, and competitive advantage, while a damaged reputation can result in skepticism, loss of business, and long-term financial harm.

"Losing money is a setback for a company, but losing reputation is a major blow." - Leslie Gaines-Ross

Companies burdened by a tainted reputation face significant challenges. Steps that would otherwise be viewed with optimism are instead seen with suspicion and doubt. Once stakeholders view a reputation as seriously diminished, it takes time to overcome the resulting pessimism. Reputation recovery is not an overnight process; it requires a systematic, step-by-step approach over an extended period.

Stage One: Rescue

The first stage of reputation recovery focuses on immediate actions to minimize damage and stabilize the situation.