The future of corporate reputation | Intelligence Economique à l'ère Digitale | Scoop.it

Building an opportunity oriented reputation culture

If reputation is an organization’s most precious asset, and the tangible business outcomes impacted by it are increasingly understood, are many organizations missing out on the power and benefits of proactive reputation building? How would shifting an organization’s emphasis from reputation risk management to opportunity building unleash added value and what would it take to usher in this new way of thinking?  

In order to answer these and other questions about communications professionals’ current understanding of corporate reputation and how to build an organizational culture focused on proactive reputation building, Brunswick Insight, surveyed senior in-house European communications professionals. The results of our study suggest that the most forward-thinking organizations are positioning their entire organization to build reputation proactively.