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

Viewpoints II

Reputation Management in Action

Managing reputation for a large corporation is a major challenge, with the opportunity to help position — or reposition — a company for success. Here, we recap presentations from three professionals involved in high-profile, international reputation campaigns:

Jan Müller, vice president of issues and strategy for the European Aeronautic Defence and Space Company (EADS) corporate communications in Munich, talked about using issues management to boost reputation.
David Rockland, head of Ketchum's Global Research Network, shared how research helped identify key drivers of reputation for Dow Chemical.
Stefan Denig, head of corporate communications and issues management for Siemens AG, gave an overview of the integrated communications campaign "Siemens Answers."

Viewpoints II

Reputation Management in Action

Harnessing Issues Management for Reputation Management

The Human Element: How Research Helped Boost Reputation for Dow Chemical

Communicating Siemens: The Integrated Approach of the "Answers" Campaign

Perspectives Staff