Frank Flöthmann


1. Maximize Your Most Powerful Asset! 

2. Know Thyself – Measure Your Reputation! 

 3. Learn to Play to Many Audiences!

4. Live Your Values and Ethics!

5. Be a Model Citizen!

6. Convey a Compelling Vision of Your Enterprise!

7. Create Emotional Appeal!

8. Recognize Your Shortcomings! 

9. Stay Vigilant to Ever-Present Perils!

10. Make Your Employees Your Reputation Champions! 

11. Control the Internet Before it Controls You!

12. Speak with a Single Voice!

13. Beware the Dangers of Reputation Rub-off!

14. Manage Crises with Finesse! 

15. Fix it Right the First Time!

16. Never Underestimate the Public’s Cynicism!

17. Remember – Being Defensive is Offensive!

18. If All Else Fails, Change Your Name!