The first textbook to teach organizational reputation through managing relationships with key
organizational publics perfect for business and management students Organizational Reputation
Management provides a thorough overview of the function of public relations as a strategic
activity of building and maintaining the reputations of corporations governments and
non-profit organizations. Offering a real-world relationship management perspective Alexander
V. Laskin defines organizational reputation through relationships with key organizational
stakeholders such as investors employees and customers. The text enables future
organizational leaders to develop an appreciation of the importance of reputation and a solid
understanding of the process of reputation management. Organizational Reputation Management
introduces students to all major concepts of reputation management while employing a unique
approach to defining and analyzing reputation. With an engaging and readable style
student-friendly chapters illustrate key public relations concepts--including the Research
Planning Implementation and Evaluation (RPIE) process the Paid Earned Shared and Owned
(PESO) communications model and the Barcelona Principles--and apply them in the context of
organizational reputation. * Covers the many factors that impact organizational reputation *
Discusses the reputations of organizations as public-dependent constructs * Presents a process
of reputation management (F.O.C.U.S.) based on the RPIE method * Considers the latest updates
of the Barcelona Principles for communication measurement * Includes a dedicated chapter on
reputation measurement and evaluation Designed to be used with the PRSA MBA Business School
Initiative curriculum Organizational Reputation Management: A Strategic Public Relations
Perspective is ideal for undergraduate and graduate courses in reputation management public
relations management and strategic communication.
