SlideShare a Scribd company logo
Establishing Reputational
Resilience:
How internal communications
can keep your organisation’s
reputation healthy
3
4
5
Source: Reputation Institute
7
Reputation: a diagnosis
Reputation: A Definition
“The holistic perceptions of the Behaviours,
Competencies and Values of an organisation, held
by one or more influential stakeholder audiences.
Reputation is owned by stakeholders, not by the
organisation; however, organisations can actively
manage the elements of their reputation to
become meaningful, relevant and positive in the
eyes of their stakeholders.”
Source: Repute Associates
Not just one reputation, but many
Behaviours
Competencies
Values
11
Currents, not waves
12
13
Understanding
14
15
16
17
18
19
20
Create and
manage a
stakeholder map
Place reputation on
your Risk Register
Reputation
strategy
Tactical
comms
Measure regularly
and holistically
26
23 January 2020
Internal Comms Group: The vital role
of Internal Comms in issues and crisis
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk

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