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.