In Safeguarding Reputation™, a wide-ranging 11-country survey on corporate reputation, global public relations firm Weber Shandwick, with KRC Research, asked 950 business executives worldwide what triggers reputation failure, how to best safeguard reputation and which strategies help restore a damaged reputation. “As companies increasingly stumble, they need to put safeguards in place to regain their footing and protect their reputations,” said Weber Shandwick’s Chief Reputation Strategist Dr. Leslie Gaines-Ross, architect of the new research.
REPUTATION IS A MAJOR CONTRIBUTOR TO MARKET VALUE
With each passing year, business success and sustainability become increasingly dependent on reputation. Media coverage of reputation alone has increased 108% over the past five years. As a topic of both conversation and debate, reputation now commands the attention of Web surfers and bloggers alike—nearly 187 million “reputation” mentions surface when searching Google and Technorati.
Reputation’s growing sweep across the media and online landscape has also reached global business influencers, who estimate that a significant 63 percent of a company’s market value is attributable to reputation. Executives in North America, Europe and Asia Pacific strongly agree with this high estimate. Because reputation is so widely recognized as a critical factor in how companies are valued today, the consequences of a damaged reputation run far and deep.
See full Report, in pdf format.
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