Kenn Gaither pens chapter in updated ‘Reputation Management’ textbook

The dean of the School of Communications investigates corporate and organizational responsibility in the widely used textbook recognized as a leading resource for students and professionals.

Kenn Gaither, dean of the School of Communications, has authored a chapter in the recently released fifth edition of the influential textbook, “Reputation Management: The Key to Successful Public Relations, Corporate Communication and Sustainable Organizations.” Written by John Doorley and Helio Fred Garcia, the book is widely regarded as an essential guide for public relations professionals, corporate communication leaders, and students.

Kenn Gaither's Elon headshot
Kenn Gaither

Gaither’s chapter, titled “Corporate and Organizational Responsibility,” explores the evolving expectations placed on organizations in a world increasingly focused on transparency, ethics and sustainability. His contribution provides students and industry leaders with key insights into the strategic role of corporate responsibility in managing and protecting organizational reputation.

“Reputation is an organization’s most valuable intangible asset,” Gaither said. “This chapter helps future communicators understand how social responsibility and ethical leadership aren’t peripheral to reputation – they are central to it.”

"Reputation Management: The Key to Successful Public Relations, Corporate Communication and Sustainable Organizations" Cover
“Reputation Management: The Key to Successful Public Relations, Corporate Communication and Sustainable Organizations” offers insights for professionals, communication leaders, and students.

The fifth edition of the textbook reflects today’s rapidly evolving communication landscape, with updated content on digital media, environmental and social governance (ESG), and timely case studies addressing topics such as artificial intelligence and COVID-19. It remains a trusted resource in classrooms and boardrooms around the world.

The book is available for purchase on the Routledge website.

A pioneer and thought leader in reputation management for more than three decades, Doorley served as associate professor of strategic communications at Elon University from 2015 to 2021.