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Download CEO Capital: A Guide to Building CEO Reputation and Company Success fb2, epub

by Leslie Gaines-Ross

Download CEO Capital: A Guide to Building CEO Reputation and Company Success fb2, epub

ISBN: 0471268070
Author: Leslie Gaines-Ross
Language: English
Publisher: Wiley; 1 edition (December 20, 2002)
Pages: 288
Category: Business Culture
Subcategory: Money
Rating: 4.9
Votes: 731
Size Fb2: 1167 kb
Size ePub: 1181 kb
Size Djvu: 1735 kb
Other formats: doc txt lrf mobi


Gaines-Ross draws us in by looking at the CEO Effect by citing some examples as far back as 1985 starting with Roberto Goizueta, then CEO of Coca-Cola and the whole & Coke' revolt, that could have been a fatal disaster for the company.

Previously, she served as Fortune's communications and marketing director. 2 people like this topic.

The manner in which the media, investors, analysts, employees, and even the general public perceive a CEO has tremendous influence over the company’s prosperity, standing, and destiny.

It is an insightful, valuable guide that business leaders should keep at arm?s length. CEOs have a responsibility to act ethically, effectively, and emphatically. This book explains ho. ?

Gaines-Ross spoke with Forbes.

In Pictures: 12 Steps To Rebuilding Your Corporate Reputation. In her latest book, Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation, Gaines-Ross lists clear guidelines to rebuilding a part of any business that is just as crucial as the bottom line. It's not enough anymore to just have a great reputation and to be able to protect that," Gaines-Ross said. Gaines-Ross spoke with Forbes. com and discussed corporate reputation, how there are always signs when a storm is about to strike and the importance of character in the C-suite.

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Leslie Gaines-Ross is Weber Shandwick’s Chief Reputation Strategist. She leads Weber Shandwick’s global reputation consulting services and thought leadership development. Gaines-Ross' work has been widely covered online and in many top-tier global publications.

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Fame & Fortune – How Successful Companies Build Winning Reputations – Fombrun, Charles J. & Van Riel, Cees. Managing Crises Before They Happen: What Every Executive and Manager Needs to Know about Crisis Management – Ian I. Why Some Companies Emerge Stronger and Better from a Crisis: 7 Essential Lessons for Surviving Disaster – Ian Mitroff. Tipping Point – Malcolm Gladwell. Stakeholder Management.

The reputations of CEOs and the companies they lead are deeply and inextricably linked. The manner in which the media, investors, analysts, employees, and even the general public perceive a chief executive has tremendous influence over the company's prosperity, standing, and destiny. In CEO Capital, Dr. Gaines-Ross describes in practical terms the strategies to follow--and the obstacles to avoid--so that CEOs can enhance the reputation of their company during the five stages of their tenure. CEO Capital is the only book that provides these guidelines and isolates best practices for CEOs as they navigate their way through their first 100 days to their last 100 hours. About the author: Dr. Leslie Gaines-Ross is chief knowledge and research officer at Burson-Marsteller, a leading global communications consultancy with more than 1,600 employees worldwide. Previously, she served as Fortune's communications and marketing director.

Comments:

Saithinin
In CEO Capital, Leslie Gaines-Ross has written an insightful and enlightening book for those who want to increase the positive visibility and reputation of their CEO. It is a surprise to this reviewer that more books have not been written on the subject of how to master the art of building your reputation when both your own personal future and corporate future may be resting on it.
The celebrity hungry society of today looks to corporate movers and shakers especially the CEO as icons of a particular company. Think about Lee Iacocca, Jack Welch, Richard Branson, Bill Gates and Steve Jobs to mention just a few. How much of your opinion of these companies (and notice I don't even have to mention which companies they run/ran) is based on your perceived image of the CEO? The phrase `you are your company' has never been more true, especially in the post Enron & Arthur Anderson world. How has your opinion of Enron changed now that you know more about Jeff Skilling and Andrew Fastow? Despite any fraud at Enron being committed by the few and not the masses of the organization, our entire perception of Enron has shifted to the iconic few.
Part I of CEO Capital is a contextual look at CEO capital: what it is, where it comes from and how it can be built. Gaines-Ross draws us in by looking at the CEO Effect by citing some examples as far back as 1985 starting with Roberto Goizueta, then CEO of Coca-Cola and the whole `New Coke' revolt, that could have been a fatal disaster for the company. But Goizueta, trading on his CEO capital, not only avoided being removed but was able to bring the company back even stronger.
Part II is most interesting and is centered on the five stages postulated in the CEO capital model which take you by the hand, and step by step go through best practices (ed: hate that term but in this situation it is apt), principles and linkages to factors affecting the building of CEO capital. As the book says, `the reader may be left with the impression that the stages read almost like a manual on how to lead a company. This perception is quite acceptable and entirely reasonable because nothing is more conducive to building CEO capital than building a strong, high-performing company. Any similarity between the two is entirely intentional.' Which is indeed how it reads, but in doing so, broadens the scope of the content to be relevant to a wider audience of business managers and executives who may not be leading Fortune 500 type companies (yet!). In fact, they may be the very leaders who will gain most from this book, since they are not too arrogant to learn and may gain the most from any capital building opportunities presented to them.
Chapters in the book include guidance on the Countdown (the time before the CEO-elect takes office), the First One Hundred days and the First Year, and then of course the second year in office which is always much harder than the first.
Gaines-Ross has written a truly pioneering work - overall an excellent book on a little-written about subject. The book is practically written and you should not let its somewhat `user manual' style detract you from putting its advice into action. Recommended for CEOs and CEOs to-be of all sized companies, as well as other corporate officers and marketing/PR professionals who may guide along the process.
Lonesome Orange Kid
Immense credit must be given to Dr. Gaines-Ross who bravely and successfully takes on, notwithstanding the post Enron anti-CEO environment, the hypersensitive issue of CEO reputation. Yes, agrees Gaines-Ross, being a high profile, ego obsessed CEO is asking for trouble and is to be avoided like the plague. She refuses, however, to engage in the now fashionable tendency toward unrestrained CEO bashing, preferring instead a reasoned, astute and carefully researched analysis of the CEO's role.
While adding her voice to those who deride media hyped personalities, what she refers to as big "C" Celebrity CEOs, she cautions that old fashioned leadership is still desirable. When engaged in by talented CEOs, it may, indeed should, lead to the creation of an executive persona. Such a persona need not require media exposure and is entirely compatible with sound corporate practice. Such persona bearing CEOs are small "c" celebrated CEOs, who "by dint of strong leadership, discriminating vision, force of character and other admirable traits become celebrated by their employees, their industry, their peers, and occasionally (though not necessarily) even the media for jobs well done."
Gaines-Ross' book amounts to a much needed, intellectually honest warning not to let the anti-CEO backlash go too far. Refusing to jump blindly onto the anti-CEO bandwagon as have so many business pundits, she stresses that executive leadership is still necessary and if effectively and ethically rendered is something which should not be hidden under the rug but promoted openly. In pursuing the cause of sound, old fashioned corporate leadership, she lays out a roadmap, based on original research, on how CEOs may repair their reputations, stressing among other things the need to communicate internally, build a management team, develop a thematic stamp and a vision.
She deserves immense praise not only for her honest appraisal of the role of CEOs in today's business environment but also for presenting an immensely practical and useful format on how to lead ethically, energetically and effectively.
A major, original addition to the literature on leadership and reputation ... no doubt about it.

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