Safeguarding Reputation

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October 26, 2006

Safeguarding Reputation


We just launched our new global survey on safeguarding reputation. You can find the press release here as well as the executive summary that provides greater depth. The survey, Safeguarding Reputation™, examines the full range of reputation issues and covers such topics as what drives corporate reputation, how reputation is protected, what triggers reputation damage and how reputation is recovered after a crisis. Also examined is corporate reputation’s role in setting a company’s market value, the link between CEOs and their company’s reputation, and the time needed to recover reputation once damage has occurred. Releases will be distributed through next year showcasing the survey’s findings and trends.

We embarked on this research because of the shifting business landscape that has led to a growing trend in damaged company reputations. For good reason, 66% of global business executives tell us that recovery is the hardest phase of reputation management. Our research revealed successful and unsuccessful strategies for reputation recovery post-crisis:

What Does Not Work
Keeping the CEO out of the media (least effective)
CEO apologies (less effective than other strategies)
Responding to bloggers (not considered very effective)
Good financial performance (not a sure-fire way out of trouble)

What Works
Announcing specific actions company will take to fix the problem (most effective)
Setting up an early warning system and being prepared
Acting responsibly

Read up!

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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