Table of Contents

Acknowledgments.

Preface.

PART I.

CHAPTER 1.

Reputation Matters.

A Tipping Point.

Reputation Advantage.

CHAPTER 2.

Reputation Loss.

Reputation Erosion.

The New Reputation Rules of Engagement.

CHAPTER 3.

Second Acts.

Reputation Rising.

One Step at a Time.

PART II.

CHAPTER 4.

Rescue.

Step 1: Take the Heat—Leader First.

Step 2: Communicate Tirelessly.

Step 3: Don’t Underestimate Your Critics and Competitors.

Step 4: Reset the Company Clock.

Conclusion.

CHAPTER 5.

Rewind.

Step 5: Analyze What Went Wrong and Right.

Step 6: Measure, Measure, and Measure Again.

Conclusion.

CHAPTER 6.

Restore.

Step 7: Right the Culture.

Step 8: Seize the Shift.

Step 9: Brave the Media.

Conclusion.

CHAPTER 7.

Recover.

Step 10: Build a Drumbeat of Good News.

Step 11: Commit to a Marathon, Not a Sprint.

Step 12: Minimize Reputation Risk.

Conclusion.

PART III.

CHAPTER 8.

Return to Flight.

Reputation Loss is All but Inevitable.

Reputation Recovery Comes With No Expiration Date.

Reputation Wounds are Often Self-Inflicted.

New Reputation Perils Lie Ahead.

Reputation Radar is Not a Luxury.

Reputation Halos Do Not Make you a Saint.

Reputation is and Always Will be a Job For CEOs.

Beyond The Bottom Line.

Reputation Capital Rules.

Notes.

Index.

About the Author

Dr. Leslie Gaines-Ross is Chief Reputation Strategist for Weber Shandwick, a global public relations firm. She is the architect behind landmark research in the areas of CEO reputation and corporate reputation and the www.reputationRX.com Web site. Before joining Weber Shandwick, Dr. Gaines-Ross was the Communications and Marketing Director for Fortune. Her work has appeared in publications including the Financial Times, Fortune, BusinessWeek, the Times of London, Forbes and the Wall Street Journal. She is currently on the Executive Advisory Panel of Corporate Reputation Review, an international journal devoted to the management of corporate reputation.

Reviews

"The book is an easy read-which is tough to do when talking about reputation management, trust me I know-and, as the title suggests, the repair process is divided up into 12 different steps." (marketingpilgrim.com, April 3, 2008)