Reputation Bank

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The benefits of building a good corporate reputation

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Reputation Bank

  1. 1. The reputation or ‘goodwill bank CSR Internal Comms £ £ £ £ £ Public Affairs External ££ £ £ Comms £ ££ £ £ Branding £ Employee policies £ £ £ £ £ Crisis Management Positive media £ £ reporting £ £ £ £ £ £ £ £
  2. 2. The reputation or ‘goodwill’ bank A healthy credit level in your reputation bank gives you a licence to: • Change your working practices • Increase your charges • Launch new/different products/services • MAKE A MISTAKE! (As long as it is handled well and doesn’t happen often/again)
  3. 3. The reputation or ‘goodwill’ bank With no credit in your reputation bank you have no licence to do anything least of all make a mistake! a e sta e There can only be one outcome ... OVERDRAWN … and a severely damaged corporate reputation!
  4. 4. “The purest treasure mortal times afford is spotless reputation” William Shakespeare 1564-1616

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