Managing Online Reputation

1. Front Matter

   Pages i-xvii

   PDF

2. The New Abnormal

   1. The New Abnormal

      • Charlie Pownall

      Pages 1-13

3. Understanding the Threats

   1. Front Matter

      Pages 15-15

      PDF

   2. Defining Online Reputation Threats

      • Charlie Pownall

      Pages 17-24

   3. Strategic and Financial Threats

      • Charlie Pownall

      Pages 25-36

   4. Social and Environmental Threats

      • Charlie Pownall

      Pages 37-51

   5. Behavioral and Legal Threats

      • Charlie Pownall

      Pages 52-69

   6. Operational and Technological Threats

      • Charlie Pownall

      Pages 70-83

4. Managing Incidents

   1. Front Matter

      Pages 85-85

      PDF

   2. Formulating the Right Response

      • Charlie Pownall

      Pages 87-96

   3. The Furious Customer

      • Charlie Pownall

      Pages 97-105

   4. The Rogue Employee

      • Charlie Pownall

      Pages 106-113

   5. The Committed Activist

      • Charlie Pownall

      Pages 114-122

   6. The Hostile Journalist

      • Charlie Pownall

      Pages 123-131

   7. The Backfiring Campaign

      • Charlie Pownall

      Pages 132-140

5. Handling Crises

   1. Front Matter

      Pages 141-141

      PDF

   2. The Changing Face of Crises

      • Charlie Pownall

      Pages 143-152

   3. Preparing for a Crisis

      • Charlie Pownall

      Pages 153-168

   4. Responding to a Crisis

      • Charlie Pownall

      Pages 169-188

   5. Recovering from a Crisis

      • Charlie Pownall

      Pages 189-205

Managing Online Reputation is a comprehensive look at online reputation management. Drawing on recent examples of organizations managing their online reputations effectively and ineffectively, it provides a practical and visual tool-kit of processes and techniques to help limit and respond effectively to negative situations on social media.

• Online
• Reputation
• Social Media
• Risk Management
• Strategy: Brand
• brand
• marketing
• online
• public relations
• reputation
• social media

"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 livelydebate, 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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