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

Street Smarts

The authors of Reputation Capital: Building and Maintaining Trust in the 21st Century cited numerous research findings that either informed or supported their perspectives on reputation management. Here are five key findings that point to the heightened need for reputation management.

Five Findings on Reputation

"Damage to reputation" ranked sixth among top global business risks in Aon Corp.'s 2009 Global Risk Management Survey — down from being the No. 1 risk in 2007, but still ahead of key issues like cash flow problems, distribution failures and retention of top talent.
Sixty-two (62) percent of companies in the 2005 Economist Intelligence Unit Risk of Risks survey maintain that reputational risk is harder to manage than other types of risk.
The biggest threat to reputation is from noncompliance with legal or regulatory obligations (66 percent ranked this as a major risk) followed by exposure of unethical practices (58 percent), security breaches (57 percent) and failure to deliver minimum standards of service and quality to customers, according to the 2005 Economist Intelligence Unit Risk of Risks survey.
Over the past three decades, there has been a complete reversal in public opinion about corporations. A survey by U.K. research firm Ipsos Mori asked respondents to consider the statement "The profits of large companies help make things better for everyone who uses their products and services."
- In 1976, 56 percent agreed with the statement while 31 percent felt it was untrue.
- By the early 1980s, 40 percent agreed and 50 percent disagreed.
- In 2006, no more than 21 percent agreed, and 53 percent did not view large companies in terms of improving lives.
Research conducted in developed countries by Ipsos Mori in 2005 also shows that, among the key drivers of opinion for favorability, the integrity of a company had the greatest impact for all "special publics" — i.e., government leaders, NGOs and key influencers. Key drivers after integrity included:
- Environmental responsibility
- Standing up for human rights
- Possessing a long-term perspective
- Setting standards
- Communication.

Street Smarts

Perspectives Staff