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The Reputation Playbook


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Table of Contents

About the author Acknowledgements Introduction Section One: The Rise Of Corporate Reputation Chapter 1: Redefining Corporate Reputation Chapter 2: Reputational Risk and Opportunity Chapter 3: Establishing Reputation as a Serious Business Issue Starts With You Section Two: Hardwiring Core Values Into Business DNA Chapter 4: Getting to the Core Chapter 5: Driving a Reputation-Aware Culture Chapter 6: Are You Being Experienced? Chapter 7: Youth does not Equal Knowledge Chapter 8: Behaviour (not PR) Drives Reputation Section Three: Building A Reputation Strategy Chapter 9: Putting a Reputation Strategy in Place Chapter 10: Who Are You? Identifying Your Company Personality Chapter 11: Understanding Your Audiences Chapter 12: Crafting Consistent, Passionate Messaging Chapter 13: Handling a Crisis - Expect Disasters Chapter 14: Building Communities of Interest Chapter 15: Communicating Via Social Media Section Four: Getting The Most From Your Spend On Reputation Chapter 15: Measuring Your Reputation Chapter 16. Reputation and the Bottom Line Conclusion

About the Author

A Canadian who cut her communications teeth at one of the USA's biggest agencies, Jennifer Janson now owns and runs UK-based Six Degrees, a specialist reputation management agency serving the science, engineering and technology fields. She is a strategic communicator who has worked for the likes of ABB, Ericsson, Fidelity Growth Partners Europe Lexmark, Nexans, Skype and Vodafone over her 18-year career. Jennifer is passionate about all aspects of corporate reputation and has seen time and again the damage that can be done when the true value of reputation is ignored. Alongside running her business, Jennifer regularly gives guest lectures on reputation-related topics at University College London, Henley Business School and Buckinghamshire New University, as well at numerous events. She is a member of the UK's Business Superbrands Council 2015. In addition, Jennifer is a member of the EMEA board of the Entrepreneurs' Organization. She is an advisory board member for sustainability consulting start-up Vertigo Ventures and a mentor at start-up incubator Seedcamp. Having spent her formative childhood years in the country, Jennifer is a trustee of a South African charity called Afrika Tikkun, keeping her South African roots close to her heart. A mother to three children, she is still searching for that elusive work-life balance!


"This book is a must-read for any business leader looking to not only protect, but grow your corporate reputation in the digital world." -- Gary Lubner, CEO of Belron;"The Reputation Playbook lays the foundation for a a new strategy for looking at reputation management in this era of [...] social media." -- Charles Franklin, Small Biz Trends.; "With as much as 30 per cent of company value tied up in reputation, it's far too important to be left to comms. Janson is clear that companies need a reputation-aware culture where every stakeholder knows "what you stand for and what your behaviours are" and is admirably clear on how to get there, how to measure it and how to fight a reputational crisis. This is a rich and rewarding book, and when even Ryanair wants to change its public face, it could hardly be more timely." -- People Management Magazine; "...Janson spoils us: alongside her thorough investigation into modern reputation management, she takes care to offer proper, actionable advice for CEOs. The Reputation Playbook is an energetic, cliche-resistant guide to the issues of reputation management that harm Fortune 500 companies and startups alike. Given the depth and volume of her research, it doesn't hurt that it's also an easy and enjoyable read. The author offers workable solutions to bone-deep PR problems, and invites both the aspiring entrepreneur and the battle-hardened CEO to ask vital questions of themselves...Towards the beginning of the Playbook, the author promises to "encourage you to think differently about your reputation" - by the end of it, you will." --Heather Baker, B2B PR Blog;

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