The MSLGROUP has published a new guide to corporate reputation for senior global executives warning that corporate reputation is considered the most important strategic risk for big business today.
’The Future of Reputation’ is a collection of 14 articles, authored by the network’s reputation management experts across the world, including a closer look at China and India.
Drawing on insights from the company’s specialists in employee, social & digital, financial, technology, corporate and brand citizenship communications, the publication explores the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
Glenn Osaki, President, Asia at MSLGROUP, said: “Reputation management is high on the CEOs’ agendas. As the articles written by our teams in India and China point out, companies need to adjust their communications strategies to the local conditions. In Asia and all over the world, reputation management advisory always needs to be insights driven and targeted to deliver business impact”.
Pascal Beucler, Chief Strategy Officer at MSLGROUP, commented: “A common thread throughout the publication is that while organisations are currently rightly focused largely on reputation protection, risk mitigation, there is growing opportunity to increasingly centre corporate communications around reputation projection, a means to deliver greater competitive advantage.”
The guide argues that never was ’doing good’ more crucial for business, wherever a company or institution comes from and typical shareholders, regulators and consumers, companies must today focus on dedicated strategies to engage Millennials (across all stakeholder groups), Employees (past, current, future) and External Influencers.
The new guide argues that these stakeholders may have particularly demanding expectations of a company or institution, they are also more willing to collaborate and participate to make a positive difference. The guide’s authors say that companies and brands must learn to leverage Big Data so as to manage reputation effectively in real time. Click here for more
