New Book Identifies Compelling Reputation Recovery Strategies

    CORPORATE REPUTATION: 12 Steps to Safeguarding and Recovering Reputation
    Reveals How to Repair and Preserve Reputations After Crisis Strikes

    "As companies face unprecedented reputational risk and failure, Dr. Leslie
    Gaines-Ross's new book sheds light on how to inoculate, salvage and
    reputations. Her 12-step recovery process will help any leader sleep
    at night. A must-read!" -- Dr. Robert G. Eccles, Senior Lecturer at
    Business School

    NEW YORK, Jan. 29 /CNW/ -- As the corporate reputation "stumble rate"
continues to rise, companies need to know not only how to build reputations
but, more importantly, how to protect and salvage tarnished reputations. Over
three-quarters (79 percent) of the world's number-one most admired companies
lost their crowns over the past five years in their respective industries.
While reputation loss may now be inevitable, a new book offers a realistic
roadmap to reputation recovery that can help any leader stabilize and
regenerate a company's most competitive asset.
    (Photo: )
    The timely new book by Weber Shandwick's chief reputation strategist Dr.
Leslie Gaines-Ross, Corporate Reputation: 12 Steps to Safeguarding and
Recovering Reputation (John Wiley & Sons; $39.95;, is a practical guide for leaders
interested in the long road back to reputational health after experiencing
reputation damage. The book provides a 12-step model based on research and
best practices that any company can customize and apply to rebuilding and
restoring its good name -- and prevent it from being tarnished in the first
    "Recent corporate crises have demonstrated that a company's reputation
can be destroyed in seconds. A mishandled response, inappropriate act, product
tampering, or poorly timed financial disclosure all have the power to
instantly tarnish a respected reputation," said Gaines-Ross. "The well-managed
and reputation-conscious company need not stand defenseless when faced with a
damaged reputation. Using a step-by-step process and describing the actions
taken by leading companies and their CEOs to recover tarnished reputations,
Corporate Reputation provides a research-based framework to not only
rehabilitate reputation but to avoid losing it at all or at least reduce its
adverse effects."
    Reputation loss can strike any company or organization. The accelerated
growth in the Internet, micro-constituencies, media scrutiny and public
distrust make managing corporate reputation an increasingly challenging task.
Relevant and straightforward, Corporate Reputation includes chapters covering:

    -- Why reputation matters
    -- The rise in reputation loss
    -- Triggers of reputation failure
    -- Monitoring reputation threats online and offline
    -- Leadership's strategic role in reputation recovery
    -- Building reputational immunity, and more
    The book references Weber Shandwick's multi-country survey revealing that
it takes companies approximately three and one-half years to recover a
tarnished reputation. The book's 12 steps fall into a four-stage model ranging
from when crisis strikes to achieving reputational equilibrium and success.
The stages describe how to minimize damage, identify what went wrong and
right, build reputation momentum and sustain reputation for the long-term.
    Dr. Gaines-Ross's clear, concise and well-written prose dramatically
captures the rapidly changing reputation landscape and concludes with
predictions for the future of reputation in a highly transparent,
extraordinarily networked and fast-moving global age.
    Corporate Reputation is available in bookstores and on and For more information, please visit or
    About the Author
    Dr. Leslie Gaines-Ross is chief reputation strategist for global public
relations firm Weber Shandwick.  She has been the architect behind landmark
and award-winning research in the areas of CEO and corporate reputation.  Her
influential thought leadership and insights into reputation are featured in and her blog Her
work has been featured in the Financial Times, The Times (London), The Wall
Street Journal, The New York Times, The Economist, Fortune, BusinessWeek,
Wired, Advertising Age, PRWeek, Forbes, The Christian Science Monitor, USA
Today, Chief Executive, and Across the Board, among others.  She has appeared
on CNN and CNBC and is a frequent speaker on CEO and corporate reputation
management.  Leslie has been named one of the "100 Most Influential People in
Business Ethics for 2007" by Ethisphere Magazine.
    About Weber Shandwick
    Weber Shandwick is one of the world's leading global public relations
firms with offices in major media, business and government capitals around the
world. The firm specializes in strategic marketing communications, media
relations, public affairs, reputation management, and crisis and issues
management. It also offers corporate communications counseling services. The
firm provides specialized integrated services including Web relations,
advocacy advertising, market research and visual communications. Weber
Shandwick received the highest client-satisfaction honors in the 2007 Agency
Excellence Survey by PRWeek U.S. and in 2006, was named Large PR Firm of the
Year (PR News U.S.), European Consultancy of the Year (The Holmes Report) and
Network of the Year (Asia Pacific PR Awards). The firm also won the 2005, 2006
and 2007 United Nations Grand Award for Outstanding Achievement in Public
Relations. To learn more, please visit

                             CORPORATE REPUTATION
              12 Steps to Safeguarding and Recovering Reputation
                     Published by John Wiley & Sons, Inc.
                        Publication date: January 2008
            $39.95; Hardcover; 208 pages; ISBN: 978-0-470-17150-9

    CONTACT: Jennifer Norton
    (212) 445-8314

For further information:

For further information: Jennifer Norton of Weber Shandwick, 
+1-212-445-8314, Web Site:                        

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