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The Yin & Yang of Reputation Management

Elliot Schreiber, '76 Ph.D.

Book cover for "The Yin & Yang of Reputation Management"

The book by Elliot Schreiber argues reputation is NOT based on public relations or marketing, but rather is determined by each stakeholder differently according to their own needs and interests. The goal of reputation is to create and preserve long-term value by meeting or exceeding the expectations of value of the organization’s different stakeholders, both internal and external. And reputation and risk both begin inside the organization with its values and culture.

"The Yin and Yang of Reputation Management: Eight Principles for Strategic Stakeholder Value Creation and Risk Management" focuses on the interdependence of all factors associated with value creation opportunities and the preservation of value.