Reputation management is the most important theme in corporate and organizational communication today. Leading corporate communicators and educators John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. Heads of government and non-profit agencies don't do much better managing the reputation asset, as recent scandals demonstrate. Yet, when leaders get reputation right over the long term, they follow certain principles, like the ones described here for the first time by Joe Hardy, one of the world's most successful builders. This book is a how-to guide for professionals and students in public relations and corporate communication, as well as for CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units (media relations, employee communication, government relations, and investor relations, for example), the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors--and it is this rare book that focuses on practical solutions. Each chapter is fleshed out with real-world experience by the authors and their 25 contributors, including Lynn Appelbaum, The City College of New York; Gail Belmuth, International Flavors & Fragrances, Inc.; Kenneth Berkowitz, Healthcare Marketing and Communications Council; Roberta Bowman, Duke Energy Carolinas (formerly, Duke Power); Sandra Boyette, Wake Forest University; Andrea Coville and Ray Thomas, Brodeur; Lou Capozzi, Publicis; Steve Doyal, Hallmark; Anthony Ewing, Logos Consulting Group; Ed Ingle, Microsoft Corporation; James Lukaszewski, The Lukaszewski Group; Tim McMahon, McMahon Marketing; and Judy Voss, the Public Relations Society of America.

声誉管理是当今企业和组织沟通中最重要的主题。著名的企业传播者和教育家约翰杜利（johndoorley）和赫利奥弗雷德加西亚（Helio Fred Garcia）认为，大多数首席执行官实际上并不太重视声誉，这将给他们带来风险。最近的丑闻表明，政府首脑和非营利机构在管理声誉资产方面没有做得更好。然而，当领导者获得长期声誉时，他们会遵循某些原则，就像世界上最成功的建设者之一乔哈代（Joe Hardy）第一次在这里描述的那样。这本书是一个如何指导专业人士和学生在公共关系和企业沟通，以及首席执行官和其他领导人。它建立在声誉可以测量、监控和管理的前提下。这本书由企业传播单位（例如媒体关系、员工沟通、政府关系和投资者关系）组织编写，为企业声誉问题提供了一个经过实地测试的指南，如泄露的备忘录、新闻界的不公平待遇，以及负面的谣言——这是一本罕见的书，重点放在实际的解决方案。每一章都充实了作者和他们的25位贡献者的真实经历，包括纽约城市学院的lynnappelbaum；Gail Belmuth，国际香料公司。；Kenneth Berkowitz，医疗保健营销和传播委员会；罗伯塔·鲍曼，卡罗莱纳州杜克能源公司（原杜克电力公司）；Sandra Boyette，维克森林大学；安德里亚·科维尔和雷·托马斯，布罗德尔；劳卡波齐，阳狮；史蒂夫道亚尔，霍尔马克；安东尼尤因，标志咨询集团；Ed Ingle，微软公司；詹姆斯卢卡斯泽夫斯基，卢卡斯泽夫斯基集团；蒂姆麦克马洪，麦克马洪营销；朱迪·沃斯，美国公共关系协会。