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公司声誉危机:维护与修复的12步骤

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《公司声誉危机:维护与修复的12步骤》解释为什么越来越脆弱的声誉对公司的评估及发展生死攸关;在声誉构建过程中离析出一个新阶段,即应有一席之地的声誉修复;明确声誉修复中最重要的步骤;解释企业领导者在声誉修复及维持中应该扮演的角色;提供一个恢复声誉的长远的路线图。它们构成了《公司声誉危机维护与修复的12步骤》研究方式和精神的框架。
将声誉恢复作为全新环节放在了整个声誉
塑造过程中的一个突出地位上;
指明了恢复声誉的重要步骤;
对公司领导人在声誉恢复并使之得以持续的过程中所应扮演的角色进行了探讨;
给出了一个用较长时间对声誉进行修复的路线图,它以时间为基础,非常实用。
对于一个公司而言,损失金钱固然是一种挫折,但声誉受损往往却是致命的。《公司声誉危机》告诉你如何依靠员工、客户、投资人和其他利益相关方来共同维持一个较高的声誉,这样才能将公司最具竞争力的资产维持在良好且充满活力的状态之下。
Content Description

《公司声誉危机:维护与修复的12步骤》不仅告诉我们在事故、灾难发生和被曝光后如何立刻进行危机管理,还为我们在保全组织及其文化的情况下恢复公司受损声誉指明了路径。这部开创性著作为我们引入了一个12步声誉恢复模式,任何公司都可以根据自身情况加以变通并将其运用于重建和恢复自己良好信誉的过程,并使之免于黯然退场的结局。我们都知道公司的声誉至关重要,可一旦公司声誉受损,我们该做些什么呢?你知道如何在危机爆发前察觉那些危险的信号吗?你知道如何着手恢复受损的声誉并重塑一个稳固和持久的名声吗?
Author Description

莱斯利·盖恩斯-罗斯博士是享誉全球的公关公司万博宣伟的首席声誉战略家。在CEO及公司声誉这一具有重要意义的研究领域以及专业网站(www.reputationRX.com)的建设方面,她具有举足轻重的地位。盖恩斯一罗斯博士曾经是《财富》的对外联络及市场总监。她的文章曾登载于《金融时报》、《财富》、《商业周刊》、伦敦《泰晤士报》、《福布斯》以及《华尔街日报》之上。目前,她还是公司声誉方面的国际专业刊物《公司声誉评论》执行顾问团的成员。
莱斯利·盖恩斯-罗斯博士因其对首席执行官及公司声誉方面的研究而成为这些领域里在世界范围内被最广泛赞誉的专家之一,她的这部开创性著作为我们引入了一个12步声誉恢复模式,任何公司都可以根据自身情况加以变通并将其运用于重建与恢复自己良好信誉的工程,并使之免于黯然退场的结局。
Comments

“终于,有了这么一本书,它如此清晰、真实和引人入胜地为所有类型和规模的公司阐明了如何保护和恢复公司的无价资产——公司声誉。睿智的观点和实用的方法跃然纸上,绝对是一本各地商务人士的必读之书!”
——安瑟尼·萨莱德拉,华盛顿大学(圣路易斯)奥林商学院兼职教授

“每一位首席执行官和高级管理人员,乃至董事会的成员们现在都意识到打造和维护公司声誉的重要性。无论是客户、雇员、新媒体和非政府组织,还是博客的博主,任何希望塑造公司声誉的人都将从莱斯利·盖恩斯罗斯博士的这本书中获益,同时也会对他们在公司声誉方面所发挥的影响力了解更多。”
——罗伯特·G·伊克莱斯,哈佛商学院高级讲师

“当众多公司面临空前信誉危机之际,莱斯利·盖恩斯罗斯博士为我们带来了一只及时锦囊,它告诉那些公司,他们的声誉要从零做起。书中的12步声誉恢复模式集我们所知的危机管理方法于一体,并用大量详细的案例将过程娓娓道来。真的被它说中了!”
——查理·弗布伦博士,声誉研究所首席执行官

“在浩如烟海的商业书籍当中,对于所有现在和将来的商业领袖们来说,《公司声誉危机》一书堪称是危机四伏的商海当中的一盏明灯。它带来了前行道路上所需的讯息,洞察纤毫,令人鼓舞。”
——海蒂·汉克尔·辛克莱尔,比尔和梅琳达·盖茨基金会对外联络总监
Catalogue

第一部分
第一章 声誉攸关
转折点
声誉优势

第二章 声誉损失
声誉腐蚀
新声誉战的规则

第三章 补救行动
声誉提高
按部就班

第二部分
第四章 拯救
第一步:勇担责任——领导先行
第二步:不厌其烦地沟通
第三步:不要低估批评家和竞争对手
第四步:重新设置公司的时钟
结语

第五章 审视过去
第五步:对错分析
第六步:措施、措施还是措施
结语

第六章 重建
第七步:纠正企业文化
第八步:抓住转变机遇
第九步:利用新型媒体
结语

第七章 恢复
第十步:将好消息视为前进的动力
第十一步:投身马拉松长跑,而非短跑
第十二步:声誉风险最小化
结语

第三部分
第八章 凤凰涅槃,再次腾飞
声誉损失几乎不可避免
声誉修复无终期
声誉创伤往往出自自身
新的声誉风险在前方
声誉雷达并非奢侈品
声誉光环不会让你成为圣人
声誉现在是、将来也是首席执行官的重任
超越底线
声誉资本法则

参考文献
Book Abstract

第一章 声誉攸关
“在当今世界经济价值产生的过程中,无形的观念正日渐取代有形的物质,声誉上的竞争成为一股举足轻重的推动力,推动着我们的经济向前发展。”
——前关联储主席艾伦·格林斯潘
“声誉上的风险将危及企业的生存。”
——彼得·J·费厄斯坦
转折点
2005年8月29日,美国遭受了自2001年9月11日以来最大的灾难。当日早上6点10分,卡特里娜飓风袭击了美国墨西哥湾中北部,新奥尔良市的受灾情况尤为严重。堤坝顷刻溃决,南部地区再也无法恢复原貌。
数以千计的家庭遭到损毁,成千上万的人转瞬间变得无家可归。当洪水席卷沿岸住宅区时,电视台播出了令人震惊、叫人心碎的画面——市民们被困在屋顶上,绝望地向搜救直升机挥动着手臂;他们曾经的居所已是一片狼藉;人们站在高速公路上,寻找着失散的亲人。
令人烦恼的媒体铺天盖地、日夜不停地报道这令人悲痛的消息,几周、几个月,持续不断。即便是在洪水早已退去之后,新闻里依然充斥着发生在灾民身上让人动容的故事。媒体关于无法赔付的洪灾保险、未能送达的救助无家可归者的帐篷拖车以及连篇累牍的有关灾民情感和身体受创的报道,看来似乎永无止境。
从一开始,无论是市级、州级还是联邦政府,对灾难的反应就被认为是极其滞后的。飓风袭击前后的疏散都显得毫无计划和拖沓迟缓,更无人考虑那些需要特殊照顾的弱势和无助的人群;有些警察根本没有出现在工作岗位上;地势较低的第九区的废墟中漂浮着尸体,无人认领;被疏散的人员涌人超级体育馆,有关打劫案的报道多到让人吃惊的地步;美国总统乔治·W·布什错误估计了此次危机的紧迫性,仍然待在他那位于得克萨斯的牧场度假。
几天后,总统乘坐着空军一号低空掠过,访问了这座受灾的港口城市。落地后,在新奥尔良机场跑道上一次即兴的新闻发布会上,总统对联邦应急管理署署长麦克尔·布朗褒奖有嘉。然而,布朗在其后的几个月时间里却成了众矢之的,受到的批评比牵扯到卡特里娜飓风后续事件中的任何其他人都多。联邦应急管理署无法提供足够的运输、食物、庇护所,直到此时,这个事实越来越明晰的时候,布什总统才免了布朗的职,取而代之的是一位在应急救灾方面有着丰富经验的海军上将。
Introduction

随着遭受严重危机的企业的不断增加——这些企业被迫重塑他们一度良好的企业声誉,自然产生了许多问题。他们如何丧失了声誉?又是什么导致其声名受损?是否有一些危险信号?为什么那么多企业都在为受损的声誉而苦苦努力?恢复声誉需要做些什么?一家企业能否打造一种长盛不衰的声誉?
Leslie GaineS-Ross博士通过为领导团队、董事会成员和其他专业人士的演讲,向各种机构提供指导和实际案例,阐述了这些关键问题的答案。她解释了声誉为什么对一家企业的价值评估和健康发展至关重要,并分离出了一个在声誉打造过程中理应占据适当位置的新阶段——声誉恢复阶段。她揭示了声誉恢复过程中最重要的4个阶段和12个步骤。她还解释了企业领导在声誉恢复和持续发展过程中必须要发挥的作用,并为长期的声誉恢复过程提供了一个路线图。
对于企业来讲,财务受损造成的影响远不及声誉受损带来的打击严重。Gaines-Ross详细阐述了如何通过重新赢得员工、消费者、投资人和其他关键利益相关方的支持,让企业最具竞争性的资产保持其活力和效力,从而保持企业卓著的声誉。
你将从这本书中了解到:
·如何最大限度地降低声誉受损所产生的不利影响
·如何发现问题所在,包括对由此引发的机遇与挑战的分析
·如何通过对企业文化进行必要的变革,适当转变业务模式和实践,以及借助媒体来建立新的关系等,重新塑造遭受损失的企业声誉
·如何通过强调有利消息,最大限度地降低声誉风险,以便长期保持积极正面的企业声誉
声誉意味着一家企业或类似机构的关键利益相关方——它们赖以成功的人或实体,对这家企业或机构的正面或负面认知。声誉受损的企业正常开展业务的机会将大大降低,这将妨碍他们为挽回声誉所付出的努力——外界会质疑他们所采取的做法,而非积极、正面地看待这些事件。而一旦利益相关方认为声誉已经严重受损,就会产生悲观情绪,并且这种情绪会长期左右他们,需要一定的时间才能从中摆脱出来。
正如卡特里娜飓风所带来的悲剧性后果一样,声誉损失是企业、国家、机构或个人面临的转变性时刻。本杰明·富兰克林曾告诫人们:“玻璃、陶瓷和声誉都很容易破裂,而且永远无法弥补得完美如初。”富兰克林的话只有部分是正确的。的确,声誉具有与生俱来的脆弱性,会在毫无预警的前提下一夜颠覆。不过,自18世纪以来,声誉修复过程已有了巨大改善。如今,各企业不仅可以修复受损的声誉,甚至可以重新赢得强大的声誉。如果采取了适当的步骤,挽回声誉是完全可以实现的。
无论您身处企业的决策层还是普通员工,如果您从事相关行业,希望未雨绸缪或寻求危机解决方案,或哪怕仅仅只是对此感兴趣,那么请您不要错过这本书,因为书中细致囊括了重塑乃至成就企业声誉的必要阶段。为此,我向您隆重推荐这本书。

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欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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