Companies today increasingly find themselves under attack from dissatisfied customers, disgruntled employees, and just about anyone who has a personal computer and an ax to grind. As many are learning the hard way, small-scale snipers in command of new-media and social-network weapons can inflict large-scale damage to a company's reputation-and fast. Blogs, tweets, text messages, online petitions, Facebook protest sites, and digital videos all represent potent new threats, and companies need to learn how to respond. Gaines-Ross, the chief reputation strategist at a global public relations consultancy, outlines six defensive tactics for companies whose good names come under assault. It's important to avoid a disproportionate show of force; to respond quickly, with instincts honed by advance training; and to empower the front line to meet message with counter message. Companies should not be afraid to "go rogue" themselves, and they should recruit and deploy supporters to serve as "force multipliers." Finally, they should muster their past credentials as they prepare to go into battle. It may never be possible to declare final victory in reputation warfare; the battle is ongoing. But by changing their mind-sets and adopting new tools, companies can protect their businesses from the worst of the reputation snipers' attacks.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-R1012D

発行日：2010/12/1

登録日：2012/3/28