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. 1. Corporate Reputation & Risk Management Brian Cronkhite – August 4, 2010
  2. 2. “A good name is better than riches.” -- Don Quixote
  3. 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. 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. 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. 6. A good reputation is forged over…
  7. 7. And a consistent, complex web of interactions…
  8. 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. 9. When reputation is bad…
  10. 10. “It takes 20 years to build a reputation and five minutes to ruin it.” -- Warren Buffet
  11. 11. A CHANGING ENVIRONMENT
  12. 12. 6 communications trends re-shaping the RM equation
  13. 13. #1 Professionalism - of NGOs, Activists
  14. 14. #2 Transparency
  15. 15. #3 Accountability
  16. 16. #4 Dialogue
  17. 17. #5 Alignment
  18. 18. #6 Speed
  19. 19. ‘ ’
  20. 20.
  21. 21. 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
  22. 22. Discussion
  23. 23. 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

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