PDF Managing Corporate Reputation and Risk: A Strategic Approach Using Knowledge Management

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This paper reviewed reputation from a variety of perspectives, looking at how it should be defined, the connection between brand and reputation, the importance of stakeholder relations, and the power of employee commitment. Reputation may be the most important asset entrusted by shareholders and boards to the CEO and management team. As an intangible asset, reputation can help frame and manage expectations, needs and interests of stakeholders, and can be used to create barriers to competition. Squandered, it is an asset that is difficult to rebuild since it is based primarily on perceptions and realized or unrealized expectations.

The objective of reputation is not to be liked, but rather to build value for the organization through business outcomes. As such, social responsibility or philanthropy programs must be judged as tactics in support of an overall reputation program and not as the reputation program. We have noted in this paper that values are the foundation of reputation, since they lead the organization to make decisions on what businesses to enter or not to enter, how it treats its employees, whether it fully respects its critics and how it works with its various stakeholders.

While communications is an important part of reputation management, the most important way an organization builds reputation is through its actions. In this regard, everyone in the organization must understand the reputation objectives and have the willingness and the ability to act in support of these objectives.

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ELE 3705 Reputation and Corporate Communication

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