Managing Online Reputation

Managing Online Reputation is a comprehensive look at online reputation management. Drawing on recent examples of organizations managing their online reputations effectively and ineffectively, it provides a practical and visual tool-kit of processes and techniques to help limit and respond effectively to negative situations on social media.

Includes supplementary material: sn.pub/extras

Auteur
Charlie Pownall is a communications consultant and trainer with over twenty years' experience in Public Relations, Reputation Management and Social Media. Founder of online reputation consultancy CPC, he led public relations firm Burson-Marsteller's digital capabilities across Asia-Pacific and managed global communications for advertising and marketing group WPP. He started his career as a speechwriter and press officer at the European Commission. Charlie writes extensively on communications and reputation, and speaks regularly at conferences, business events and business schools across Asia and the Middle-East.

Contenu

Prologue

1. The New Abnormal
   PART I - UNDERSTANDING THE THREATS
2. Defining Online Reputation Threats
3. Strategic & Financial Threats
4. Social & Cultural Threats
5. Behavioral & Legal Threats
6. Operational & Technological Threats
   PART II - MANAGING INCIDENTS
7. Formulating The Right Response
8. The Furious Customer
9. The Rogue Employee
10. The Committed Activist
11. The Hostile Journalist
12. The Backfiring Campaign
    PART III - HANDLING CRISES
13. The Changing Face of Crises
14. Preparing For A Crisis
15. Responding To A Crisis
16. Recovering From A Crisis
    Epilogue
    Useful Books On Online Reputation