The Portuguese version of Rotterdam School of Management Professor Cees van Riel’s highly acclaimed book entitled “The Alignment Factor – Leveraging the Power of Total Stakeholder Support”, published last year, has now been presented in Brazil as well with talks in Itaú, São Paulo and Belo Horizonte. Entitled “Reputação: o valor estratégico do engajamento de stakeholders”, this book is the first title in Portuguese about reputation, alignment and the strategic role of communication. In it, Van Riel points out specifically the strategic relevance of communication in the construction of long-term relationships and alignment with stakeholders, so that the professionals in the area must develop further competences.
Van Riel argues that it is difficult to overstate the importance of creating a favourable impression in any walk of life. In business, a favourable impression is vital in order to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organisation’s performance and can be kept as supporters by persuasively communicating a company’s ethical and socially responsible behaviour.
“In the ‘dialogue era’ in which we live, it is essential to understand and take into account the expectations of our stakeholders about our companies, as these will help to strengthen our relationships. Engage is the watchword! Professor Van Riel’s book explores this topic and is therefore a ‘must read’ for all who are in front of the brand and reputation management of organisations and are challenged to add value to their business” says Juliana Jardini da Cunha, Gerente de Marca e Comunicação Corporativa at Grupo Votorantim,
“The opportunity to have this work published in Brazil reinforces the need for expansion of our vision on the topic of “Reputation “. Brazilian organisations have become increasingly internationalised, which calls for intensified relationships with different stakeholders, as well as processes that bring balance in these relationships. This work also inspires us to think about organisations as complex and dynamic processes ” adds Marlene Marchiori, Consultant, Researcher and Professor at Universidade Estadual de Londrina.
Supported throughout by lively examples, Van Riel’s book contains guidance for implementing strategies that engage stakeholders – highlighting those organisations which employ communication professionals as key performers. Van Riel reveals how a dominant logic develops among executives, which influences styles and techniques of trust-building communication.
The practical insights demonstrated by cases including Google, Unilever and Barclays make this book useful reading for MBA and other graduate classes across areas such as public relations and reputation management, as well as thinking managers across the globe.
Cees van Riel (1951) is a professor of Corporate Communication at Rotterdam School of Management, Erasmus University (RSM). He has published work on corporate identity, reputation and branding and is the author of the books Identiteit en Imago, Principles of Corporate Communications and Fame & Fortune. He is editor-in-chief of Corporate Reputation Review. Together with co-founder Charles Fombrun he manages the Reputation Institute in New York, which operates worldwide. He is also the founding director of the Executive Master of Science in Corporate Communication Programme at RSM.
Rotterdam School of Management, Erasmus University is consistently ranked amongst the top 10 business schools in Europe. It is located in the international port city of Rotterdam where core Dutch values of openness, flexibility and acceptance of diversity have attracted businesses on a global scale. Our emphasis is on ground-breaking research and practices relevant to business; our primary focus is on developing business leaders who carry their innovative ideas into a sustainable future. Our portfolio includes a broad array of bachelor, master, doctoral, MBA and executive education programmes.