Reputation management is the most important theme in corporate communication today. One may be tempted to say that a maintaining a good corporate reputation is priceless--but reputation is often the difference between market capitalization and the book value of a company, and that amount can be billions of dollars. Leading corporate communicator and educator John Doorley argues that most CEOs don't actually pay much heed to their company's reputation and this is to their peril.This book is a how-to guide for professionals and students in corporate communications that rests on the premise that corporate reputations can be measured, monitored, and managed. Organized by corporate communication divisions (media relations, employee communication, and investor relations, for example), the book provides practitioners and students with a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors--and it is that rare book that focuses on practical solutions.Each chapter is fleshed out with real-world experience through contributions by leading practitioners including Dan Lacy of Ashland Oil, Steve Doyal of Hallmark Cards, and Kathleen Foote of DuPont. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.