Business Daily from THE HINDU group of publications
Thursday, Apr 23, 2009
ePaper | Mobile/PDA Version | Audio | Blogs
Business Daily from THE HINDU group of publications Thursday, Apr 23, 2009 ePaper | Mobile/PDA Version | Audio | Blogs |
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Brand Line
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Books Columns - Book Mark Organisations acquire reputations 
Key Concepts in Marketing Jim Blythe Spin-doctoring is a process of putting a good face on unacceptable facts, whereas managing reputation is a process of ensuring that the facts themselves are acceptable, differentiates Jim Blythe in Key Concepts in Marketing ( www.sagepublications.com). He urges organisations to create the accurate reputation (good or bad) rather than try presenting a ‘good’ reputation. “Corporate communications officers have responsibility for boundary scanning. This means being aware of what is happening at the boundaries between the organisation and its stakeholders, with a view to improving the interactions between the organisation and stakeholders.”Organisations acquire reputations rather than develop them, observes Blythe. “In practice managers are unlikely to create a reputation from scratch – they are much more likely to adjust the organisation’s existing reputation to make it more attractive to some people, or communicate it better to the stakeholders.” Suggested study. More Stories on : Books | Book Mark
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