BOOK REVIEW: A fortune in reputation-building hints

Fame & Fortune delves deeply into what builds reputation, market value, and positive visibility for an organization.

Fame & Fortune delves deeply into what builds reputation, market value, and positive visibility for an organization.

Building on the Reputation Institute's Reputation Quotient, an overall reputation "score," the authors effectively use extensive research and statistics to show how various factors (such as financial performance, workplace environment, CSR, etc.) influence perceptions of a company. The authors of this easily readable book prove the value of going beyond a communications-only effort to embrace notions of visibility, authenticity, consistency, distinctiveness, and openness. By understanding how these aspects work in attaining greater positive visibility and stronger reputations, PR pros and business executives can appreciate the importance of working together, while also learning how it has been done by companies around the globe. The book is a solid addition to the current reputation-management offerings. ----- Title Fame & Fortune: How Successful Companies Build Winning Reputations Authors Charles J. Fombrun and Cees B.M. Van Riel Publisher Financial Times Prentice Hall, 273 pages Reviewed by Angela Murdough, director, Morrissey & Company

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