Overview

The fifth edition of this classic text, which was the first on the subject of reputation management, gives readers the guidance and skills needed to manage brand and reputation through effective performance, behavior, identity and communication strategies.

Updated Content

This edition is updated throughout, including current information on digital media, new global examples and a renewed emphasis on organizational and environmental sustainability. Each chapter again features timely and illustrative cases by the authors and contributions from leaders in the field, with new cases in this edition on such topics as COVID-19, artificial intelligence, and generative AI. Additionally, the book maintains its consistent throughline focusing on corporate ethics.

Target Audience

This fifth edition is a must-have reference for students taking classes in public relations management, corporate communication, communication management and business. CEOs, business leaders and professionals working in these areas find it a reliable resource for measuring, monitoring and managing reputation.

Online Resources

Online resources also accompany the text. Please visit www.routledge.com/9781032577999.