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.

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