REPUTATION MANAGEMENT Reputation Management is a how-to guide for students and professionals, as well as CEOs and other business leaders It rests on the premise that reputation can be measured, monitored, and managed Organized by corporate communication units including media relations, employee communication, government relations, and investor relations, the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors, and focuses on practical solutions Each chapter is fleshed out with the real-world experience of the authors and contributors, who come from a wide range of professional corporate communication backgrounds Updates to the third edition include: • Global content has been incorporated and expanded throughout the book, rather than being restricted to only one chapter • Opening vignettes, examples, and case studies in each chapter have been updated • Additional case studies and examples with an international focus have been added John Doorley, head of corporate communications for Merck & Co Inc until 2000, most recently built and directed for ten years the Master of Science Degree Program in Public Relations and Corporate Communication at the New York University School of Professional Studies He is now with the London-based company Mindful Reputation Helio Fred Garcia is president of Logos Consulting Group He is an adjunct professor in the Executive MBA program of New York University’s Stern School of Business, and teaches courses in NYU’s MS in Public Relations and Corporate Communication program at the university’s School of Professional Studies He is the author of The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively (FT Press, 2012) and of Crisis Communications (AAAA Publications, 1999) REPUTATION MANAGEMENT 3RD EDITION The Key to Successful Public Relations and Corporate Communication John Doorley and Helio Fred Garcia First published 2015 by Routledge 711 Third Avenue, New York, NY 10017 and by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2015 Taylor & Francis The right of John Doorley and Helio Fred Garcia to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 All rights reserved No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe First edition published by Routledge 2006 Second edition published by Routledge 2010 Library of Congress Cataloging in Publication Data Doorley, John Reputation management: the key to successful public relations and corporate communication / John Doorley, Helio Fred Garcia — Third edition pages cm Public relations Communication in organizations I Garcia, Helio Fred II Title HD59.D66 2015 659.2—dc23 2014029488 ISBN: 978-0-415-71627-7 (hbk) ISBN: 978-0-415-71628-4 (pbk) ISBN: 978-1-315-87998-7 (ebk) Typeset in Aldine and Zurich by Keystroke, Station Road, Codsall, Wolverhampton TABLE OF CONTENTS Preface Acknowledgments About the authors About the contributors Reputation Management Squandering the Reputation Asset: Days of Reckoning Draw Near Reputational Capital Expert Perspectives: Corporate Character and General Electric Identity “Intangible Asset”—The Wrong Perspective Can Reputation be Measured? Expert Perspectives: The Economic Case for Corporate Reputation Management Can Reputation be Managed? Comprehensive Reputation Management Confusing Communication with Performance and Behavior Reputation Mismanagement: Lessons from the Financial Crisis Case Study: Reputation be Damned The Ten Precepts of Reputation Management Reputation Management: The Best Corporate Communication Strategy Brand (Not Reputation) Management The Expanded Reputation Formula Expert Perspectives: Everybody’s Got Brand Expert Perspectives: Systems Theory Best Practices Resources for Further Study Questions for Further Discussion Ethics and Communication Truth or Consequences Introduction: Why Ethics Matters What is Ethics? Ethics and Professional Communication Expert Perspectives: Ethics and Social Media Ethics of Communicating Case Study: Nuclear Meltdown and Credibility Case Study: China’s High-speed Train Crash Ethics of Running an Organization Ethics of Representation Helping Companies Behave Ethically Case Study: Citizens for a Free Kuwait Sidebar: Historical Perspectives on Ethics in Communications Best Practices Resources for Further Study Questions for Further Discussion Media Relations By the authors and Jennifer Hauser Enhancing Global Reputation News Media The Case for a Centralized Media Relations Function Organizing the Media Relations Function Media Relations as a Lightning Rod Sidebar: Five Models of Public Relations Moderating Expectations The Journalist and the Spokesperson Case Study: Relationships Matter Fear of the Press Expert Perspectives: Launching a Product through Effective Story-telling The Press’ Right to Know The Press’ Penchant for Bad News The Good News About the Press Press Relations: A Collaborative Relationship Expert Perspectives: The Art of the Pitch Success in Media Relations Sidebar: Content Development Expert Perspectives: All Content is Not Equal Best Practices Qualities of a Good Media Relations Person Resources for Further Study Questions for Further Discussion Social Media By Laurel Hart Social Media in Politics What is Social Media? Organizational Participation in Social Media Social Media Challenges for Organizations Expert Perspectives: Social Media, Ethics and Reputation Management Sidebar: Air Force Web Posting Assessment Response Diagram Case Study: #SochiProblems: The Winter Olympics Best Practices Resources for Further Study Questions for Further Discussion Organizational Communication By Jeff Grimshaw, Tanya Mann, and Lynne Viscio Aligning Hands, Minds, Hearts and Souls Aligning Employees Is Essential to Reputation Management The Best Internal Communicators Don’t Just Focus on Producing Great, Creative Output; They Focus on Helping Leaders Create Outcomes The Best Internal Communicators Successfully Position Themselves as Trusted Advisors to the Leaders they Serve Sidebar: How Leaders Create Meaning in Organizations Expert Perspectives: Running Communications as a Business The Best Internal Communicators Recognize that they are Competing for Employees’ Attention in an Increasingly Crowded Information Marketplace Sidebar: What Can Employees Expect? The Best Internal Communicators Help Leaders Tell a Consistent Story and Connect the Dots Case Study: Sticking Together in a Quest for Survival The Best Internal Communicators Equip Employees for “Moments of Truth and Trade-off” Sidebar: The Return of “Long-term Greedy” at Goldman Sachs? Best Practices Resources for Further Study Questions for Further Discussion Government Relations By Ed Ingle You Snooze, You Lose What is Government Relations? Case for a Centralized Government Relations Function Organizing the Government Relations Function Understanding the Key Audiences Case Study: Reputation and Integrity-A Bryce Harlow Profile Setting the Company’s Government Relations Agenda Success and Expectations Management Role of Third-party Advocacy Role of the Lobbying Consultant Role of Political Contributions State and International Government Relations Expert Perspectives: An Interview with Karan Bhatia Ethics in Lobbying Best Practices Resources for Further Study Questions for Further Discussion Community Relations 10 Kapferer, Jean-Nöel 323 Karpoff, Jonathan 73 Kekst 361 Kelleher, Herb 170 Kersten, E L 181 Ketchum Public Relations 361, 385 Key Performance Indicators (KPIs) 263 Killy, Jean-Claude 145 Kirk, Johnson 73 Kissinger, Henry 225, 379 Klein, Tom 251, 265 Knight, Joe 242 Knight, Philip 335, 345 Knight, Rory F 298 Knowles, J 264 Kramer, S 182 Kumar, Nirmalya 255, 264 Kurt, Eichenwald 23 La Presse 262 labor practices 334–335 Lakoff, G 255, 264 Lambert, Kelly 171 Lantos, Tom (C-CA) 77–78 Lao, Tzu 268 Larkin, Sandar 166 lawyers 52, 184, 197, 241, 272, 275, 319, 361, 363, 379, 382 Lay, Kenneth L 23, 74 Le Figaro 262 Le Temps 262 Lee, Ivy 359–360 Lee, Spike 374 Lehman Brothers 10, 42 Leibinger-Kammuller, Nicola 32 Leo Burnett 361 Les Echos 240 Levi Strauss 352 Levine, Rick 129 Levinson, Marc 242 Levitt, Theodore 250, 264 Levy, Gus 178 Lewinsky, Monica 31 Ley Toffler, Barbara 75 Li, Charlene 128 587 Liangen, Wang 309 Lianhe, Zaobao 309 Libby, Lewis “Scooter” 47, 50 likelihood analysis 282 Limited Brands 168 Lincoln, Abraham 1, 333 LinkedIn 246 Linsky, M 264 listening skills 368 Live Marketing 258–259 Lobbying Disclosure Act (LDA) 186 Local, The 262 local government 200, 223 Locke, Christopher 129 Lockheed Martin 187 Lofting, Hugh 23 logistics 279, 286–287, 291–292 Logos Consulting Group 59 Logos Institute for Crisis Management & Executive Leadership 330 Los Tiempos 262 Love, Courtney 141 Lukaszewski Group, The 330 Lukaszewski, James E 305, 311 Luneburg, William V 206 LUV Lines 258 MacArthur, John R 72, 76–79 Mack Trucks 66 Mackey, John 138 MacKinnon, Rebecca 353 Macleod, Sandra 13 Made to Stick (Health and Health) 157 Madoff, Bernard 29, 131 magazines 97, 240, 314, 375 magnitude analysis 282 Maister, D H 181, 375 Malden Mills 32 malfeasance 180–181 Managing Public Relations (Grunig and Hunt) 99 Mann, Tanya 153 Manning Selvage & Lee (MSL Group) 361 Maquila Solidarity Network 351 Marc to Market 241 marginalization of communication function 379, 382, 388 588 market capitalization 5, 12–15, 17–18, 41, 298–299 market research 134, 256 marketing mix 251 MarketWatch 240 Marsh Inc 272 Marsh, Charles 125 Marsteller, Bill 360 Martin, Harold 221 Mary Reynolds Babcock Foundation 220 Mashable 149 MasterCard 226 materiality 225, 232–233, 235, 237, 281, 343 Mateschitz, Dietrich 256 Matteini, Tom 27 Matthews, Chris 42 Matthews, Wilma K 125 May, Melissa 387 Mayer, Raleigh 112 Mayo Clinic 34 McCain, John 127 McClellan, Scott 46–48 McDonald’s 172 McDowell, Virginia 210 McLeod, Sandra 248 McMahon, Tim 244, 387 McWhorter, Bob 184 Mectizan 109, 216–218 MedeAnalytics 166 Media Clover leaf 93, 100, 117, 135 Mengniu Dairy Group 10 Merck 30, 100, 102, 109, 216–218 Merck MECTIZAN® Donation Program 223 mergers 361 Mergers and acquisitions 255 messages 16, 151, 161, 172, 188–189, 194, 198–199, 203, 283, 293, 309, 312–313, 317, 323–326, 343–344, 352, 354, 360, 363, 375 metaphor 23–24, 40, 212, 253, 306, 312 Metro NYC 262 Metropolitan Edison 96 microblogs 310 Microsoft 183, 188, 339, 353 Mike, Barry 177 Milken, Mike 110 Miller, Judith 51 589 misleading information 56–57, 61–63, 106, 235–236, 317, 347 MK Coaching 112 Mobil Oil 111 Moltke Helmuth von 393 MoneyBeat 240 monitor 3, 5, 12, 19, 21, 26, 32, 94, 140, 142, 144, 146, 165, 188, 200–201, 250, 302, 340–342, 345, 348–352, 364–365, 368 Monty, Scott 253 morale 49, 72, 79–80, 173, 297, 392 morality 49–50, 52, 86 Morley, Michael 42 Morse, Samuel F B 245 Moser, Mike 247–248, 264 Mother Jones 262 Mothers Against Drunk Driving (MADD) motivation 49, 249, 366 MS Tûranor PlanetSolar 259–262 MSL Group 357, 361, 369–370 MTV 5, 139 Mulally, Alan 160 Mullen, Terry 161 multistakeholder program 352 Myanmar 342 myopia 31, 179 Myspace 128 Naked Corporation, The (Tapscott and Ticoll) 131 NASA 94, 133–134 NASCAR 259 NASDAQ stock exchange 230, 237 National Association of Manufacturers (NAM) 194 National Geographic 262 National Investor Relations Institute (NIRI) 242 National Transportation Safety Board (NTSB) 303 Nayirah 77–79 NBC 28, 262 Neighbor of Choice 211–212 Nemacolin 210, 213, 218 Nestlé 343, 353 Netflix 136 network 6, 56, 93, 127, 130, 132–134, 137, 142, 146–147, 162, 195, 220, 251, 313, 316, 328, 348, 360–363, 370 New York magazine 26 New York Stock Exchange (NYSE) 230 New York Times, The 262 590 newsletter 77, 89, 240, 258, 360 Newsweek 79 Nguyen, Toan 176 Nieva, Carlos 172 Nigeria 341, 349 Nihon Keizai Shimbun 240 Nike 333–336, 339, 344–345, 348, 350–352, 353 Nixon, Richard 31, 109, 191, 255 “no comment” response 106, 108 Noah (Biblical) 116 noise 110–111 non-government organizations (NGOs) 202, 337 nongovernmental 340 Noonan/Russo 361 Northrop Grumman Corp 187 Novak, Robert 46, 125 Novelli, Porter 361 NZZ 262 Obama, Barack 5, 26, 127–128, 136, 186, 196 Occidental Petroleum 17, 179 Odnoklassniki 133 O’Dwyers Newsletter 360, 375 O’Dwyer, Jack 77 Ogilvy 361 Ogilvy & Mather Worldwide 69 Ogilvy Government Relations 197 Ohio Edison 184 Olympics 126, 145–146, 308 O’Malley, Sean P 10 omissions 63, 227, 235, 364 Omnicom 361 On War (Clausewitz) 390 open systems 40 opening 73, 155, 179, 206, 244 operating company/regional media relations 97 Oracle of Omaha 2, 245 Othello Otsuka, Yuki 61 Oval 220 overbilling 69 Owens and Minor 17 Owyang, Jeremiah 137 591 Paige, Rod 65 Paine, K 263 Palmer, Mark 23 Paluszek, John 385 Pangarkar, N 264 Parmalat 74 Patagonia 131 Paterson, David 303 Patton Boggs LLP 197 Paul Holmes’ newsletter 375 Paumgarten, Nick 179 Penn Shoen 362 Penn, Christopher 136 Pepsi 259, 368 Pericles 82 personal information 67, 106–107 persuasion 48, 71, 81–84, 169, 245, 248, 253 Pestana, R 263 PetroVietnam 176 Pew Internet & American Life Project 128, 149 pgundech 183 pharmaceutical companies 70, 141, 338 philanthropy 210, 212, 215–216, 222, 336–338 Philips 369 Phoenix 68 phone pitching by 113 photo sharing 127 Phys.Org 262 Piedmont Triad Research Park 221 Pinterest 133, 136, 246 place 251 Plame Valerie 46–47, 50 Plato 81–82, 85 PMA Group 197 podcasting 139 Podesta Group 197 policy 28, 69, 71, 95, 106–108, 119, 123, 125, 138, 140, 147, 185, 188–195, 197–198, 201–207, 211, 234, 297, 341, 349, 374, 386, 391 political 28–29, 58, 90, 96, 100–101, 105, 116, 161, 176, 204, 217–220, 222–224, 226–233, 235, 239–240, 314, 331, 383, 425, 427 Political Action Committee (PAC) 67, 185, 198–200 political contributions 184, 186, 198–199 pollution 184 Polman, Paul 339 592 Pope Francis 11, 154 Porter Novelli 361 Porter, Edward (R-IL) 77 Porter, Michael 352 positioning 8, 168, 248, 251, 254 Postman, Leo 322 Potter, Stewart 30 Poynter Institute 149 Prast, Jules 369 presentation 45, 56, 60, 70–71, 112, 140, 169, 191–192, 200, 204, 227–228, 234, 278, 284, 290, 362, 370–373 press agent/publicity model 99 press conference 5, 65, 251, 260–261, 290–291, 306 press release 61–63, 78, 95, 112, 122, 135–136, 198, 234, 290–292, 319, 335, 347, 359, 388, 392 Pretty, Deborah J 298, 330 price 251 Prilosec 102 Prince Charles 74 Prince George 128 Princeton Theological Seminary 174 private companies 231 Procter & Gamble 191 prodromal situation 300 promises 367–368, 373 promotion 251 propaganda 61, 72, 76, 78, 81 PROpenMic 149 Proper Noun and Acronym-Free Business Initiative (P-NAFBI) 168 property values 25 proprietary information 67, 69, 106–107, 235 Protagoras 82 proxy 15, 42, 80, 231, 234, 392 Prudential 118 PR Watch 61 PRWeek magazine 375 psychology 39, 62 Psychology of Rumor, The (Allport and Postman) 324, 326 Public Affairs Council 211 public companies 14, 231, 233, 237 public information model 99 public opinion 60, 71, 76, 81, 83, 245, 360, 368, 383–384 Public Opinion Quarterly 326 Public Relations Society of America (PRSA) 53–55, 80, 87, 148, 269, 375, 385 Publicis 361 puke point 169 593 Pulitzer Prize 24, 110 Pushmi-pullyu Syndrome 23–24, 34, 98, 222 PVH 353 Quaker Oats Co 13 Qualcomm 17 Quinn Gillespie & Associates (now QGA) 197 Quinn, Jack 362 Quinn, R 264 Rackham, Neil 252, 264 rage 178 Raid 256 Rampton, Sheldon 61–62 Reagan, Ronald 211, 253 Reebok 334, 348 Reed & Carnrick 23 Regulation Fair Disclosure (or Reg FD) 237–238 Reichheld, Frederick 247, 264 reliability 21, 27, 162 Rendell Eddie 216 reporting corporate responsibility 351–353 representation ethics of 45, 56, 60, 70–71 Reputation (Fombrun) 213 reputation audit 21–22 resouces 144 return on investment (ROI) 253 return-call policy 123 Reuters 240, 309 rhetoric 9, 81–89, 169, 206, 335 Rhetoric (Aristotle) 69 Rhetoric in an Organizational Society: Managing Multiple Identities (Cheney) RJR Industries 220–221 Roche 100 Rockefeller, John D 66 Rockwell Manufacturing Company 360 Rogers, Will 28 role clarity 161 Rolling Stone 26 Romney, Mitt 127 Roosevelt, Franklin D 66 Ross, Leslie Gaines 42 Ross, Lonnie 157 Rost, Joseph 248, 264 594 Roth, David Lee 140 Rove, Karl 47 Royal Dutch/Shell 187, 341, 349, 356 RSS (Really Simple Syndication) 146, 241 RTS 262 Ruben, Brent 39–40 Ruggie, John Gerard 353 rules of thumb 180 rumors 1, 140, 142, 170, 200, 319, 330, 346, 353, 355–360, 362–364 Saatchi & Saatchi 361 Saard Verbinnen 361 safeguards 45, 63–64 Safer, Morley 71 safety issue 269, 273 Sagawa, Shirley 223 Salomon Brothers 245 Samsung Mobile 94 Sarbanes-Oxley Act 338 Saro-Wiwa, Ken 349 Schein, Edgar 248, 264 Schenkler, Irv 125 Schettino, Francesco 307 Schlesinger, Len 168 Schmertz, Herb 125 Schroeder, Katja 32, 293 Schule, Bob 184 Schultz, Howard 232 Schultz, Majken 42 Schwartzman, Eric 267, 280 Searls, Doc 129 Second Front: Censorship and Propaganda in the Gulf War (MacArthur) 76 secure area 284 securities analysts 13, 26, 106, 225, 238, 281 Securities and Exchange Commission (SEC) 98, 233, 237, 241 security concerns 108 Sedgwick Group 298 Segal, Eli 223 segmentation targeting and positioning (STP) 251 Seifert, Shona 69 Seitel, Fraser 42 self-assessment 22, 81 self-awareness 252, 277, 279, 320 self-regulatory organizations (SROs) 237 595 sell-side analysts 238 Senate 78, 189–191, 198–199, 272 Senge, P.M 264 senior management 21, 95, 98, 193, 226, 289, 305, 380, 382 Seven Basic Plots, The 169, 172 Severe Acute Respiratory Syndrome (SARS) 173–174 sexual abuse 10, 334 Shaffer, Jim 255, 264 Shankman, Peter 136 shares 226–227, 229–231, 234, 238, 241, 246 Shaw, George Bernard Sheen, Charlie 109 Sheffer, Gary Shell 187, 341, 349, 353 Shibutani, Tamotsu 300 Shift Communications 136 Shirky, Clay 130 showplace 243 Shultz, Howard 232 Sichuan 295, 308–309 Sicilians 82 Silk, A.J 264 Silver Anvil 269 Simon, Herbert 155, 163 Simpson, J.L 263 Sina Weibo 133 Singer, Claude 35 situational awareness 277, 279, 320 Skilling, Jeff 160 Skinner, Jim 172 snowballing of rumors 323–324 SochiProblems 126, 145–146 social marketing 215 social networking sites 127, 195 social service 211 social trends 272 Socrates 82–84 Solis, Brian 133 Sorrell, Martin 361 South China Morning Post 240 Southern Company 188 Southern Economic Journal 33 Southwest Airlines 51, 204, 286, 290, 292 Spectrum Science 362 596 Spenders 221 spending 31, 59, 179, 188, 370 spends 220, 427 spent 123, 168, 179, 188, 202, 205, 207, 225, 243, 251, 273, 291, 342, 344, 392 sphere 371 sphere of influence of company 337 spin 48, 61, 99, 130, 347 Spitzer, Elliot 98, 272 sponsorship 259 Spreitzer, G 254, 264 St Clair, Stacy 179, 185 Stack, J 181 Stacks, D.W 264 staffer 185 Staples 315 Star 14, 32, 136, 400 Star Ledger, The 102 Starbucks 9, 35, 93–94, 135, 225, 332, 339, 344, 354 Starkmann, Dan 242 Statue of Liberty–Ellis Island Foundation, The 215 Stauber, John 61–62 “Steep Your Soul” website 232 Stewart, Jimmy 209 Stewart, Martha 31 stock exchange 227–228, 230, 237, 338, 361 stock price performance 49, 298 stock valuation 26 Stockholm Charter 358, 363, 372 stocks 96, 227–231, 238, 340 Stonecipher, Harrison 73 Story of Doctor Doolittle, The (Lofting) 23 storytelling 8, 169 Straits Times 240 Stuart, John 13 Sullenberger, Chesley 176, 303 Sun Life Financial 161 Sun Tzu 277 Super Bowl 259 suppliers 201, 239, 247, 250, 259, 321, 334, 336–339, 341–342, 344–345, 348, 350, 352, 367, 378 surveillance 339 Susan G Komen crisis 136 sustainability 132, 259–261, 336, 338 Sustainable Mobility 262 Sutcliffe, K.M 181 597 Sutton, Dave 251, 265 Swartz, J 265 sweatshops 334, 336, 345, 352 System of Profound Knowledge, The (Deming) 366 systems theory 2, 38–39, 215, 367 tag 152 Talese, Gay 19 Tao-te Ching 268 Tapscott, Don 131 Target 315 targeting 36, 227, 251, 255 task forces 271–272 tax credit 194 Taylor, Iris 102 TBWA Worldwide 361 teamwork 30, 366 Teavana Oprah Chai 232 TechCrunch TV 261 Text 100 362 think tanks 194–195, 202, 381 ThinkPads 220 third-party advocacy 183, 194–195 Thomas, Clarence 272 threat assessment 278, 280–281 Three Mile Island accident 96 Thurber, James 206 Ticoll, David 131 Tiouririne, Adam 313 tobacco companies 25, 70–72, 374 Todd, Lauren 316 Toffler, Barbara Ley 75 Tokyo Electric Power Company (TEPCO) 60–61 Toxic Sludge is Good for You: Lies Damn Lies and the Public Relations Industry (Stauber and Rampton) 61–62 Tracy, S.J 263 trade associations 186–187, 194–195, 201, 362, 372 trade publications 97, 240 translation 142 Tribune Media Services 65 Trinh, Thanh 164 triple bottom line 338, 343 Troubled Asset Relief Program (TARP) 26 Trust Barometer, The 42 trustworthiness 48, 51, 55, 59, 61, 63 598 Tumblr 131 two-way asymmetric model 99 two-way symmetric model 99 Tye, Larry 71 Tylenol 29 U.S Army Medical Corps 312 U.S Constitution 185 U.S Consumer Product Safety Commission 269 U.S Federal Sentencing Guidelines 49, 73 ultimate audiences 268, 289–291 Unilever 339, 354 Uniontown PA 209–212, 214, 216, 218 United Kingdom 211 United Nations Global Compact 353 United States Air Force 126, 143–144, 303 Unocal 347 US Airways flight 1539 accident 143, 303 User Generated Content (UGC) 251 Vagelos, P Roy 30, 217 Van Halen 140 Van Scoyoc Associates 197 Vanderbilt, William K 66 Vanguard 160–161 Vanity Fair 26 Verbinnen, Paul 9, 20 Verbinnen, Sard 9, 20 Verizon Communications Inc 187 video news releases 61–62, 78, 240 Vine 246 Virgin 256 Viscio, Lynne 153 vision 13, 169, 226, 252, 255, 257 Vitelli, Tom 386 Vkontake (VK) 133 Vogel, David 353 voicemail 114 Volker, Paul 30 von Clausewitz, Carl 390–394 Voss, Judy 385 vulnerability 27, 280 599 Wachovia Corporation 220 Waggener Edstrom 246, 265, 362 Wagner, Lisa 381 Wake Forest University 209, 219–221 Wall Street 25, 29, 98, 107, 165, 178–179, 225–228, 233, 321 Wall Street Journal 74, 79, 107, 109–111, 120–121, 240, 259, 262, 312, 345 Walmart 35, 222, 259, 315 Walton, F 263 Walton, Sam 222 war 46–47, 70–72, 76, 78–79, 96, 108, 284, 286, 326 Washington Post 79, 206 Washington Rep 186 water management 339 Watergate scandal 31, 36, 109–110 Watson, Dave 166 Watzlawick, Paul 40 Wayne, John 357 Weather Channel 262 Weber Shandwick 361 WeChat 133 Weeden, Curt 224 Weibo 64, 133, 310–311 Weick, K.E 181 Weil, Debbie 140 Weinberger, David 129 Weinburg, John 179 Weiner, M 263 Weinschenk, S 181 Weixin 133 Welch, Jack 389 Wells Fargo 170 Wendy’s 23 West, Kanye Wexler 184 Wexler & Walker 197 What Happened: Inside the Bush White House and Washington’s Culture of Deception (McClellan) 46 White House 46–47, 77, 128, 184, 190, 196–197, 202, 362 white lie 51 Whole Foods 138 Wikipedia 59 Willard Hotel 186 Williams & Jensen 197 Williams, Armstrong 65 Williams, Serena 600 Wilson IV, Joseph C 46 Wilson, Joe Winfrey, Oprah 232 Winston-Salem 219–221 Wire and Plastic Products 361 wire service 96, 240 WNYC 262 Women’s Wear Daily (WWD) 240 Woodward, Bob 109 Word of Mouth Marketing Association (WOMMA) 59, 138 World Economics Journal 16 World’s Most Admired Companies surveys 3, 12, 14–15, 33, 213 WorldCom 24, 74, 194 WPP 361 WSJ WorldStream 121 Yahoo! 138, 240 Yahoo! Finance 240 YouTube 94, 100, 117, 133, 135, 146, 246, 251–252, 257, 307, 310 Z Smith Reynolds Foundation 219 Zappos 134 Zuckerman, Ethan 142 601 ... in Publication Data Doorley, John Reputation management: the key to successful public relations and corporate communication / John Doorley, Helio Fred Garcia — Third edition pages cm Public relations. .. Case Study: Reputation be Damned The Ten Precepts of Reputation Management Reputation Management: The Best Corporate Communication Strategy Brand (Not Reputation) Management The Expanded Reputation. .. label their disciplines and their courses as singular They are professors of communication, and they teach organizational communication, intercultural communication, and so on On the other hand,