Corporate Reputation & Risk Management

Brian Cronkhite – August 4, 2010

“A good name is better than riches.” -- Don Quixote

What do you see?

Reputation is shaped by perceptions

• They are formed by what people know, see, hear, read and experience

• They determine how people think and feel — and, therefore, how they behave

• Perception = reality

What do you see?

Reputation is shaped by perceptions

• They are formed by what people know, see, hear, read and experience

• They determine how people think and feel — and, therefore, how they behave

• Perception = reality

What do you see?

Reputation is shaped by perceptions

• They are formed by what people know, see, hear, read and experience

• They determine how people think and feel — and, therefore, how they behave

• Perception = reality

A good reputation is forged over…

And a consistent, complex web of interactions…

When reputation is good…

Recommended as a place to work

Pay more for products / services

Recommend stock

Give the benefit of the doubt

Recommend as JV Partner

When reputation is bad…

“It takes 20 years to build a reputation and five minutes to ruin it.” -- Warren Buffet

A CHANGING ENVIRONMENT

6 communications trends re-shaping the RM equation

#1 Professionalism - of NGOs, Activists

#2 Transparency

#3 Accountability

#4 Dialogue

#5 Alignment

#6 Speed

‘ ’

’

1. Corporate sensor– identifies and

assesses stakeholder sentiment

2. Corporate

conscience– contributes and

participates in the decision-making process

3. Corporate communicator– speaks for the

corporation in a truthful, timely

manner

4. Corporate monitor– ensures

company is delivering on its promises

What role should communications play in RM?

Source: Harold Burson’s view on the role of Corp Communicator

Discussion

Brian Cronkhite

Managing Director, Corporate Practice,Greater China

T: 86 21 5403 6950brian.cronkhite@bm.com

Talk to B-M online:

http://www.burson-marsteller.asia