Reputation

Five years on, the dust is still settling but it is clear that the consequences have been more than financial. In terms of perceptions, many international publics believe the economic balance of power has swung sharply toward China.
For those firms which misstep, fallout can be very damaging, both for the financial bottom-line and reputationally. However, for those which are pro-active and invest in their capability, the prizes -- both in terms of mitigating risk and seizing opportunity -- are potentially ever more significant.
Having a good digital footprint for your small business is absolutely essential in the modern age of information technology
Warren Buffett isn't often wrong. Yet he was when he said: 'It takes 20 years to build a reputation and five minutes to ruin it.' Most reputations are severely damaged because an organisation has failed over many years to operationally live up to the high expectations set by their PR and marketing activity.
Reputation cannot be owned; it is the prevailing view of an organisation. Reputations are impacted by all publicly available data and coverage. An important component is the view, held by the public, opinion leaders and other stakeholders, of the industry an organisation is part of.
Trust - or the lack of it - is a hot topic at the moment, brought into the spotlight by a number of high-profile failures in public confidence. Banks and politicians are the main target of our growing despondency.
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As this area of communication continues to develop we will continue to see news stories where you can't help but wonder how someone could have been so naive'? Yet, employers must also make sure that they don't end up on the wrong end of a tribunal decision (or the media) by taking a decision that could ultimately be considered unreasonable or disproportionate.
It's certainly not going to be easy for Nike to distance themselves from Pistorius. And they won't be helped by having Nike adverts appear next to editorial stories of brand ambassadors caught up in all sorts of trouble. But this is going on every single day in markets across the world. Due to the nature of online advertising, once an advert is sent out from the original advertiser, they basically give up their control of where the content lands.
On Friday afternoon, frozen food giant Findus reiterated its apology over some of its beef lasagne products containing horse