Overview

The fifth edition of this classic text, which was the first on the subject of reputation management, gives readers the guidance and skills needed to manage brand and reputation through effective performance, behavior, identity and communication strategies. This edition is updated throughout, including current information on digital media, new global examples and a renewed emphasis on organizational and environmental sustainability. Each chapter again features timely and illustrative cases by the authors and contributions from leaders in the field, with new cases in this edition on such topics as COVID-19, artificial intelligence, and generative AI. Additionally, the book maintains its consistent throughline focusing on corporate ethics. This fifth edition is a must-have reference for students taking classes in public relations management, corporate communication, communication management and business. CEOs, business leaders and professionals working in these areas find it a reliable resource for measuring, monitoring and managing reputation. Online resources also accompany the text. Please visit www.routledge.com/9781032577999.

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9781032577982

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John Doorley, former head of corporate communications at Merck, was most recently associate professor of strategic communications at Elon University. He is now a consultant on reputation management and a writer. He built and taught the world’s first undergraduate course in reputation management, at Rutgers University in 2003, and the world’s first graduate course in reputation management, at New York University in 2007. Helio Fred Garcia is president of Logos Consulting Group. He is an adjunct professor in the Executive MBA program at New York University and teaches in the M.S. in Public Relations and Corporate Communication program. He is also an adjunct associate professor of professional development and leadership at Columbia University.

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