The publisher claims that this book provides a comprehensive up‐to‐date collection of thinking on reputation management, prepared by 21 professional reputation expert members of the Public Relations Consultants Association (PRCA), in a readable attractive format for busy executives. Public relations has become reputation management, the book warns that CEOs should respond assertively.
There is a short essay from each contributor. They are grouped in three parts, populating the first 128 pages, followed by directories of PRCA and ICCO (The International Communications Consultancy Organisation) members. Part One (Impacts) has five essays that seek to tell why reputation matters commercially. Part Two (Expectations) comprises eight examinations from various stakeholder points of view. Part Three (Responses) attempts to collect an overview of contemporary managerial issues.
While the text offers a summary of current professional practice, it adds little of substance to the body of knowledge, but rather packages conventional wisdom in an accessible manner. For educators and scholars, it showcases some of the most vocal of PRCA member views, as a measure of the state‐of‐the art and thus the starting point for further theoretical development and critique. As an educational resource, the book offers insight into leading professional thinking and a resource for discussion.
