Reputation Management: The Future of Corporate Communications and Public Relations(PRCA Practice Guides)

A good reputation is vital to success in business and in life. Organisations with the best reputations outperform rivals in a myriad of tangible ways; they recruit higher quality staff, succeed with smaller marketing budgets, and exert greater influence over Governments. Although in the long term reputation is based on reality and behaviour, short term examples of organisations and individuals building unfair advantage can be seen all around us. Despite this, reputation remains an often misunderstood and neglected asset.  In Reputation Management: The Future of Corporate Communications and Public Relations, Tony Langham argues that reputation management is the future incarnation of public relations and corporate communications. Featuring specially commissioned essays, as well as exclusive interviews with leading CEOs, influencers and celebrities, the book covers issues as diverse as fake news, AI, James Bond, cyber security and internet bullying. Also included are contributions from thirty-nine of the world’s leading reputation managers who exclusively reveal the time they made the most difference to an organisation’s reputation.  Reputation Management provides a complete blueprint and toolkit for reputation management and is essential reading for CEOs, Board Directors and shareholders in businesses who ultimately bear the responsibility and costs of reputation management. It will also prove indispensable to all professionals and students working in or studying business, marketing, corporate communications and public relations.

Table of Contents:
Chapter 1. What is Reputation? Chapter 2. What Makes a Great Reputation?   Chapter 3. The Value of Reputation  Chapter 4. Measuring Reputation  Chapter 5. Managing Reputation  Chapter 6. Perspectives on Reputation Management  Chapter 7. Gender, Diversity and Reputation Management  Chapter 8. The Reputation Management Toolkit  Chapter 9. Case Studies from the Best of the Best  Chapter 10. Crisis Management  Chapter 11. The Forces Shaping Reputation Today  Chapter 12. Reputation Management in the Future  Chapter 13. Reputation Management: A Force for Good?

About the Author :
Tony Langham is an adviser, entrepreneur and chairman with over 35 years front line experience fighting for the reputations of companies, organisations and Governments.  In 1989 he and Clare Parsons co-founded Lansons by re-mortgaging their London flat and taking out a string of credit cards. Tony is still Chief Executive of Lansons, now a leading reputation management consultancy that has been named UK ‘Agency of the Year’ on 17 occasions. Lansons has won over 70 industry awards and for the last 14 years has been named as one of the 50 best medium sized businesses to work for in the UK. In 2017 it was the PRCA’s first ever ‘Very Large Agency Ethical Champion’.  Tony also holds senior non-executive Chairman roles in the financial technology, market research and horse racing industries.  PR Week named him as one of the 300 most influential PR professionals in the world in its Global Power Book in 2016 and 2017. In 2014 and 2015 Debrett’s named Tony as one of the 500 most influential people in the UK and in 2016 he received the Mark Mellor award for outstanding contribution to the UK public relations industry from the Public Relations & Communications Association (PRCA).  A regular writer, commentator and conference speaker, “Reputation Management: The Future of Corporate Communications and Public Relations” is his first book.  Twitter: @TonyLangham LinkedIn: http://uk.linkedin.com/in/tonylangham

Review :
‘A riveting read from a leading authority in the field, packed with case studies and first-hand accounts, this book sets out why an active approach to managing reputation now needs to be at the heart of corporate life.’ ‘Reputation management is hard and therefore the reputation management business remains small, despite so many agencies and consultancies claiming they offer it. Tony Langham understands reputation management and has recruited great leaders to help make the case. This will prove to be a breakthrough book.’ ‘Tony Langham has brought together some of the greatest minds in the business to provide an insightful look at reputation management and what it means for today’s corporate communicator. A must read for anyone interested in accountable leadership, social purpose and influencing the C-Suite, I’ll certainly be keeping a copy on my desk.’ ‘Tony Langham has written a timely and well researched book which will enhance our understanding of reputation management. Having started and built a very successful communications agency Tony brings a practitioner's eye to this important management discipline.’ Langham, an adviser, entrepreneur, and chairman with experience building the reputations of companies, organizations, and governments in the UK, discusses reputation and reputation management, arguing that it is the future of corporate communications and public relations. He provides 27 essays and eight interviews with leaders in various industries, as well as 39 reputation management case studies from practitioners in 27 countries. They address topics like the definition of reputation, what makes a great reputation, the value of reputation, its measurement, reputation management, the role of gender and diversity, reputation management tools, crisis management, reputation management and social media, and the future of reputation management. Additional contributors work in communications, public relations, journalism, reputation management, and other fields.