The Handbook of Communication and Corporate Reputation is out. A massive 46 chapter effort overseen by editor Craig Carroll. I have a chapter called “Relating rhetoric and reputation” (PDF of Word version) in there arguing that a strong reputation can be an asset for rhetoric, but also that rhetoric can be an asset for reputation. In particular I explore how rhetorical concepts and techniques can improve corporate reputation, as well as scholars’ understanding of such corporate attempts. Notions of ethos and identification are discussed and I also argue that rhetoric offers an epistemological perspective that is needed to cope with construction of identity, image, and reputation.