Communicating Corporate Reputation through Stories
建议企业以故事形式传达声誉信息，讲述公司的使命、道德和运营方式，并提供创建和评估这些故事的指南，适用于面临公众信任危机的企业。
With the recent loss of public confidence in firms in America, Australia, Britain, and other countries, more companies are being forced to promote themselves to their internal and external stakeholders in order to maintain and protect their reputations. This article advises firms to communicate their reputation message in the form of a corporate story—a narrative that speaks about the company's mission, morality, and modes of operation. It then provides guidelines for creating and evaluating these stories.