Corporate Reputation and Risk Management
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Presentation by Brian Cronkhite, Managing Director of Burson-Marsteller's Corporate Practice for Greater China to the Conference Board's 21st Century Leadership executive roundtable on Risk Management and Communication in Times of Crisis and Uncertainty, held on August 5 in Shanghai.
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Corporate Reputation and Risk Management
- 1. Corporate Reputation & Risk Management Brian Cronkhite – August 4, 2010
- 2. “A good name is better than riches.” -- Don Quixote
- 3. 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?
- 4. 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?
- 5. 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?
- 6. A good reputation is forged over…
- 7. And a consistent, complex web of interactions…
- 8. When reputation is good… Recommended as a place to work Give the benefit of the doubt Recommend as JV Partner Recommend stock Pay more for products / services
- 9. When reputation is bad…
- 10. “It takes 20 years to build a reputation and five minutes to ruin it.” -- Warren Buffet
- 13. 6 communications trends re-shaping the RM equation
- 14. #1 Professionalism - of NGOs, Activists
- 17. #2 Transparency
- 20. #4 Dialogue
- 21. #5 Alignment
- 22. #6 Speed
- 24. ‘ ’
- 25. ’
- 26. What role should communications play in RM? 1. Corporate 2. Corporate sensor conscience – identifies and – contributes and assesses participates in stakeholder the decision- sentiment making process 3. Corporate 4. Corporate communicator monitor – speaks for the – ensures corporation in a company is truthful, timely delivering on manner its promises Source: Harold Burson’s view on the role of Corp Communicator
- 27. Discussion
- 28. Brian Cronkhite Talk to B-M online: Managing Director, Corporate Practice, Greater China T: 86 21 5403 6950 http://www.burson-marsteller.asia brian.cronkhite@bm.com