Overview

In an age of media change, driven by social media and converging conventional media, corporate reputation looks out of control. It used to be straightforward. Brands communicated to their audiences through established media channels, or directly. It was largely one-way traffic. Now the audience is answering back, with opinion transmitted worldwide in the blink of an eye. It's anarchy out there. Featuring exclusive insights and views from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Mark Thompson and Seth Godin, this book will help cut brand anarchy down to size by: explaining how corporate reputation management works today, and how the power of word of mouth is changinghelping readers get to grips with rapid media change and how it will all look in the future developing brand strategy and planning that stands the test of both editorial dialogue and monologue with audiencesdemonstrating how reputational and commercial risk can be assessed and minimiseddetailing how firm measurement models for the commercial value of reputation can be established and further developed

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9781283479387

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