Overview by Ketchum CEO Ray Kotcher

Academics and practitioners specializing in corporate reputation offer insights on the topic of "Thinking Through Reputation Management"

Viewpoints II

Three professionals involved in high-profile corporate reputation campaigns share their points of view on "Reputation Management in Action"

Roundtable

Senior Ketchum counselors from around the globe answer the question "What is the most important lesson you've learned about helping corporations protect or improve their reputations?"

Reflections on Reputation

Marketing directors, independent reputation consultants and Ketchum counselors give thoughts on managing corporate reputation

Q&A

Co-editors of the book Reputation Capital: Building and Maintaining Trust in the 21st Century discuss the book's key takeaways for corporate communicators

Street Smarts

Five findings that point to the heightened need for reputation management

Reputation Capital

The notion of "reputation capital" suggests that a solid corporate reputation can be as good as gold. People want to do business with, invest in and work for companies they trust. And if we trust a company enough, we will continue to do business with, invest in, and work for it even when the company makes mistakes.

So, how does a corporation or other organization earn that kind of reputation and trust?

Corporate reputation starts with what a company does, and it grows by what people say. Striking the right balance between the two always has been at the center of effectively managing corporate reputation. But the current dynamics of media, along with ongoing distrust in institutions, can make finding that balance harder.

To show how some PR pros have done it, as well as how some think it can be done better, this issue of Perspectives recaps presentations from an international symposium on reputation capital and offers lessons learned on protecting and improving reputation.

Reputation Capital

Perspectives Staff