Published by Kogan Page
I have read a few books in recent years on crisis and reputation management and this is by far the best. Griffin's latest offering, following on from New Strategies For Reputation Management, is easy to read and incredibly engaging. His 20 years of experience in reputation management really shines through. The book is constantly brought to life with a host of case studies and examples of firms that got their reputation management strategy wrong and are still paying the price (for example BP and the Deepwater Horizon oil disaster), compared with those that got it right (Tesco and the horsemeat scandal).
Griffin walks the reader through the steps many companies get wrong when facing a reputation crisis, such as leaving it too long before the CEO makes a statement to the media, or social media being used ineffectively. With many of the issues discussed still largely ongoing, such as the News International phone hacking scandal, the book feels very fresh.
While the book discusses the new climate companies must operate in and new dangers to reputation, Griffin breaks down threats into easy categories - external issues, internal issues, external incidents and internal incidents. He forecasts that 30 years from now it is unlikely this will change.
This book goes further than just a must-read for those in PR. As Griffin points out, BP, News International and the BBC have all faced scandals over the past few years that have been dealt with badly and resulted in CEOs stepping down and commercial damage. This book is surely a must-read for any CEO who values the reputation of their company and wants to preserve it for as long as possible.
Lisa Elliott, associate director and partner, Lansons