Organizational Reputation Management

ALEXANDER V. LASKIN is Professor of Strategic Communication at Quinnipiac University. He is the author of Social, Mobile, and Emerging Media Around the World, Investor Relations and Financial Communication, and more than 100 publications on investor relations, reputation management, and emerging technologies. His research has been recognized with awards from the Association for Business Communication, the Association for Education in Journalism and Mass Communication, and the Institute for Public Relations.

• Preface viii1 Organizational Reputation: Defining the Indefinable 12 Publics and Relationships: The True Job of Public Relations 153 Managing Reputation: The Never-Ending Process in F.O.C.U.S. 274 Measuring Reputation: You Cannot Manage What You Cannot Measure 485 Maintaining Reputation through Crises and around the World: Legal, Ethical, Professional, and Socially Responsible Perspectives 676 Employees and Other Internal Publics: Close to Heart 89Case Study: Activision Blizzard: Can Microsoft Weather the Blizzard? 1027 Investors and Shareholders: Money Talks 109Case Study: WeWork: Will It Work After All? 1258 Customers and Subscribers: More Than Making a Sale 134Case Study: Victoria’s Secret: Is the Secret Out? 1469 Government and Regulators: Playing by the Rules 153Case Study: Tesla: Can Tesla Follow the (Yellow Brick) Road? 16510 Media and Influencers: Any Publicity Is Good Publicity? 173Case Study: Peloton: How Bumpy Is the Trail Ahead? 186Index 195

“Alexander V. Laskin’s book, Organizational Reputation Management, addresses the pressing need for a comprehensive understanding of how reputation can be strategically managed. With an informative yet accessible writing style, Laskin invites readers to delve into fundamental concepts, practical models, and reputation management strategies that resonate with today’s challenges.” - Business and Professional Communication Quarterly, 1–3