Reputation rules

the long version

Offers the frameworks, strategies, and processes for changing your company's focus as quickly as the world is changing around you. Touches on all of the reputational issues that need to be managed from a strategic level, describing how to: Overcome direct challenges from influential activist and political forces ; Manage corporate scandals, including executive compensation ; Use external, seemingly unrelated events to boost reputation ; Build a reputation management process into everyday operations. Provides case studies of Shell's confrontation with Greenpeace, Mercedes's recovery from the Moose crisis, AIG's executive bonus fallout, Wal-Mart's reputation-building response to Hurricane Katrina, and numerous other scenarios illustrating what works and what doesn't when it comes to reputation management.--Derived from book jacket.