Reputation First Second Edition
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Reputation First Second Edition

Reputation First Second Edition


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About the Book

This is the MUST-HAVE guide to crisis communication strategy.

With a sweeping new chapter -- "Close to the Edge" -- the second edition of REPUTATION FIRST: Building a Crisis Communication Strategy looks at dramatic crises and reputation issues during 2023.

Taking a closer look at digital and other media coverage of the three most controversial corporate crises of 2023 -- from Bud Light to Norfolk Southern to Adidas -- Sidebars reveal the drama of these crises that threatened sales and the very futures of those leading brands.

  • Bud Light lost its crown as number #1 in U.S. beer sales after intense backlash followed the launch of its March Madness social media campaign. A media firestorm ensued. The crisis exploded quickly, taking only a short time before digital voices turned the tables on the brand and the media lashed out at parent company AB/InBev. The company faced questions about marketing strategy, corporate voices on social issues, sales, personnel changes, plans for the future and even parent company earnings going forward. Beer lovers demonstrated. The bottom line took a hit.

  • Norfolk Southern found itself at the center of an environmental disaster as rail cars containing hazardous chemicals jumped the tracks and the resulting fires lasted for days. The CEO faced irate residents, was left no choice but to apologize, took a multi-million dollar charge for anticipated costs and was on the hot seat before a Senate Committee. One suit accused the company of "prioritizing profits over safety, charging senior executives with taking a series of actions aimed at bolstering their performance bonuses by cutting expenses ...."

  • Adidas suffered backlash and faced intense criticism which threatened its future. The athletic footwear and clothing company ousted Ye, formerly known as Kanye West, when he lashed out in a stream of antisemitic, and defamatory comments. Waiting too long to address the underlying issues, the company created a consumer backlash. The potential losses were staggering. One reporter wrote: "Ending the Yeezy deal created a billion dollar problem for Adidas." The company decided to sell Yeezy shoes and donate the proceeds to organizations "hurt" by Ye's comments.

The second edition of REPUTATION FIRST: Building a Crisis Communication Strategy is the definitive book on reputation and crisis communication. It provides insights from experience and scholarly research in order to build a strong corporate foundation long before a crisis emerges.

The fact is ... virtually every organization faces a crisis.

  • It is in the heat of a crisis when we are put to the test.
  • Reputation is the one element of leadership that earns support and makes it possible to survive and, better yet, thrive in the aftermath.
  • Reputation is often described as a "risk avoidance strategy."
  • Reputation has four components: character, behavior, communication and trust.
  • Little is more important than a comparison of what we say to what we do. Our words and actions build or tarnish our reputations: our own, those of our families and those of the organizations where we work.
This book is an invaluable guide to C-Suite and other corporate leaders, along with communication, public relations and marketing professionals who believe in the importance of reputation as they advise and implement strategies to prepare for and handle a crisis.
  • Foreword by Gene McCarthy, Chairman of the Board, FootBalance System Ltd.
  • Afterword by Pat Ford, University of Florida, College of Journalism and Communications.
  • Cover and Interior design by Alexia Garaventa.


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Product Details
  • ISBN-13: 9781734641592
  • Publisher: Amazon Digital Services LLC - Kdp
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Sub Title: Building A Crisis Communication Strategy
  • Width: 152 mm
  • ISBN-10: 1734641592
  • Publisher Date: 28 Sep 2023
  • Height: 229 mm
  • No of Pages: 262
  • Spine Width: 14 mm
  • Weight: 403 gr


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