Managing Online Reputation: How to Protect Your Company on Social Media (英语) 平装 – 2015年9月30日
"Having been at the centre of a major corporation's reputational meltdown, I find Pownall's insightful and practical understanding into the role of the web and social media, in portraying how a company is perceived by the outside world, a 'must-read' not only for those involved in corporate PR, but for any manager or director who cares about their organisation."
- Michael Woodford MBE, Former CEO, Olympus Corporation, and Whistleblower
'In an unpredictable and interconnected world, Managing Online Reputation is a 'must-read' for any business leader concerned with the critical issue of corporate reputation. With impeccable credentials in this field, Charlie Pownall provides valuable insights and practical guidance on how organizations can protect and defend their reputations in the social age.'
-Stephen Thomas, Group Head of Corporate Communications, AIA Group
"Charlie Pownall puts together an invaluable collection of insights and learnings into the strange new world of social media. A good survival guide for PR and communications practitioners navigating their way through the tumultuous landscape."
-May Wong, General Manager, Corporate Relations, MTR Corporation
'Managing Online Reputation cuts through the digital and social hype to provide compelling and incisive insights into the risks of the social web, and sets out a no nonsense, jargon free, practical playbook for dealing with online attacks by irate customers, activists and others. A 'must-read' for anyone and everyone looking to understand how to protect their no.1 asset their reputation today.'
-Matthew Stafford, Cabinet Secretary, Government of Australia
'Charlie Pownall's take on how to counter reputational threats is readable and wise. Managing Online Reputation is The Art of Reputation for the digital age."
- Keith Schilling, Chairman, Schillings, the worldwide reputation and privacy consultancy
'Guaranteed to generate a lively debate, Charlie Pownall's book provides both provocative and practical strategies to mitigate online reputational risks. At present, this topic is widely misunderstood. This book does more than any other on the market today to clarify the issues and shine a light on the ways forward.'
- Leesa Soloudre, Managing Partner, RL Expert Group; Research Fellow, TIAS School for Business and Society
Charlie Pownall is a communications consultant and trainer with over twenty years' experience in Public Relations, Reputation Management and Social Media. Founder of online reputation consultancy CPC, he led public relations firm Burson-Marsteller's digital capabilities across Asia-Pacific and managed global communications for advertising and marketing group WPP. He started his career as a speechwriter and press officer at the European Commission. Charlie writes extensively on communications and reputation, and speaks regularly at conferences, business events and business schools across Asia and the Middle-East.
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Charlie's book tells the classic reputation meltdown cases involving online communication vividly and provides systematic suggestions on how to prevent them from happening.
It is a helpful book for both PRs and reporters who are trying to get their message through in the fast-moving internet world.
In this book, Charlie shares many latest PR cases happened in Asia - a relatively immature market, including an insightful comparison on how Malaysia Airline handled its two aviation disasters in 2014 which demonstrated online reputation could be managed by moving fast and being transparent.
Reporters nowadays are under great pressure to deliver fresh information to readers through official/personal social network accounts before a polished news article appears on the paper, especially during the major disasters.
Official responses from involved companies weigh much more than online runners or commentator's speculations and such burdens pass on to PRs. That's why it is crucial for companies to understand they could gain substantial grounds even the situations are not necessarily in favor of them.
Great book for students as well!