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It’s a sad fact that reputation management literature largely deals with the defensive aspects of the issue, such as responding to attacks and crisis management. But how about working ahead and being proactive in establishing solid goodwill between the company or institution you represent and its clients and stakeholders? Goodwill, after all, is capital that can be leveraged towards your objectives and mobilized in times of crisis. One of the keys to this in the 21st century, especially online, is tapping into the Gift Economy. Continue Reading…