Reputation Management: The Future of Corporate Communications and Public Relations

by Tony Langham

A good reputation is vital to success in business and in life. Organisations with the best reputations outperform rivals in a myriad of tangible ways; they recruit higher quality staff, succeed with smaller marketing budgets, and exert greater influence over Governments. Although in the long term reputation is based on reality and behaviour, short term examples of organisations and individuals building unfair advantage can be seen all around us. Despite this, reputation remains an often misunderstood and neglected asset. In Reputation The Future of Corporate Communications and Public Relations, Tony Langham argues that reputation management is the future incarnation of public relations and corporate communications. Featuring specially commissioned essays, as well as exclusive interviews with leading CEOs, influencers and celebrities, the book covers issues as diverse as fake news, AI, James Bond, cyber security and internet bullying. Also included are contributions from thirty-nine of the world’s leading reputation managers who exclusively reveal the time they made the most difference to an organisation’s reputation. Reputation Management provides a complete blueprint and toolkit for reputation management and is essential reading for CEOs, Board Directors and shareholders in businesses who ultimately bear the responsibility and costs of reputation management. It will also prove indispensable to all professionals and students working in or studying business, marketing, corporate communications and public relations.

Genres: Business

308 pages, Kindle Edition

Published December 21, 2018

About the author

Librarian Note: There is more than one author by this name in the Goodreads database.

Disambiguated authors:
(1) Tony Langham - Public Relations, Business (Current Profile)
(2) Tony Langham - Children's Books
(3) Tony Langham - Dutch/German to English Translator

Tony Langham is an adviser, entrepreneur and chairman with over 35 years front line experience fighting for the reputations of companies, organisations and Governments.

In 1989 he and Clare Parsons co-founded Lansons by re-mortgaging their London flat and taking out a string of credit cards. Tony is still Chief Executive of Lansons, now a leading reputation management consultancy that has been named UK 'Agency of the Year' on 17 occasions. Lansons has won over 70 industry awards and for the last 14 years has been named as one of the 50 best medium sized businesses to work for in the UK. In 2017 it was the PRCA's first ever 'Very Large Agency Ethical Champion'.

Tony also holds senior non-executive Chairman roles in the financial technology, market research and horse racing industries.

PR Week named him as one of the 300 most influential PR professionals in the world in its Global Power Book in 2016 and 2017. In 2014 and 2015 Debrett's named Tony as one of the 500 most influential people in the UK and in 2016 he received the Mark Mellor award for outstanding contribution to the UK public relations industry from the Public Relations & Communications Association (PRCA).

A regular writer, commentator and conference speaker, "Reputation Management: The Future of Corporate Communications and Public Relations" is his first book.

Reviews

[Juan Fernando · Rating 3 out of 5]

Es un compilado de ensayos escritos por figuras reconocidas de la industria de las relaciones públicas del Reino Unido.

Lo bueno:
Es una buena actualización del panorama de la gestión de la reputación.
A medida que avanza el libro, los capítulos sobre los retos impuestos por cambios sociales y tecnológicos recientes y las reflexiones sobre el futuro de la industria de la reputación hacen el libro más interesante.

Defiende que la reputación es un activo que debe ser medido y gestionado. Una medición rigurosa de la reputación permite estimar el aporte de la imagen al valor de una marca, una organización y su liderazgo.

Hay una evolución del concepto de "relaciones públicas" hacia "liderazgo público" que implica la defensa activa y pública de los valores que una empresa o una causa representa.

Lo malo.
El libro es una colcha de retazos de pequeñas reflexiones con muy poca profundidad. Compila más de 30 estudios de caso que parecen más pequeñas oportunidades de publicidad para las empresas que los preparan.

Me qud a como tarea la lectura de "Reputation management: the key to successful public relations" de John Doorley, y buscar otras publicaciones de Langham.

[Lisa · Rating 3 out of 5]

Part of the PRCA Practice Guides series this book serves as both an introduction to the principles of reputation management and a series of perspectives on it.

Much of the book was interesting, but not directly actionable. Written as a series of essays and interviews with the occasional chapter overview it felt a bit too disjointed to give me a clear sense of what action I should be taking as a result of reading it.

A starting off point for further study of reputation management rather than a guide for practice and implementation.

[Katie Orr · Rating 3 out of 5]

This provides interesting insight into the difference between reputation management and crisis management, as well as the growing need for a more conscious, consistent, integrated and ‘holistic’ approach to reputation management. The book consists of a ton of contributions from people of all different types of careers, and whilst some were more relevant to me than others, I just felt like there was a bit of an overload. It was almost like a collection of essays - most of which are less then two pages long, and thus at times it felt disjointed. There was also a lot of repetition of the same points throughout the book.

[Eric · Rating 4 out of 5]

An enlightening take on the state of the public relations industry and where it's going. Tony gathers multiple views from leading practitioners around the world and makes sense of it all. Some of the views in the book are not entirely in line with Tony's, but the main author manages to keep it all together in a cohesive argument. It's a good book for any young and not-so-young PR practitioner who is looking for some orientation about career decisions. I recommend this book.