Reputation Management

Reputation Management
A holistic business tool

While corporate image can be created, corporate reputation must be earned!

Reputation is...
The sum values that stakeholders attribute to a company, based on their perception and interpretation of the image that the company communicates over time

“Reputation is a collective term referring to all stakeholders’ views of corporate reputation, including identity and image”

Good reputation management is based on issue management

•    Issue identification
•    Issue Analysis
•    Issue Change Strategy Options
•    Issue Action Programme
•    Evaluation of Results

“If we picture a company as a living organism, say a tree, then half of the mass or more of that tree is underground in the root system. And whereas the flavour of the fruit and the colour of the leaves provides evidence of how healthy that tree is right now, understanding what is going on in the roots is a far more effective way to learn how healthy that tree will be in years to come”