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Reputation Bank 2
- 2. The reputation or ‘goodwill’ bank Internal Comms CSR £ £ £ ££ ££ £££ Public Affairs External £ £££ Comms £ £ Branding £ £ £ £ Employee policies ££ £ £ Crisis Management £ £ Positive media ££ £ reporting £ £ £ £ £ ££
- 3. 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)
- 4. 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! There can only be one outcome ... OVERDRAWN … and a severely damaged corporate reputation!
- 5. “The purest treasure mortal times afford is spotless reputation” William Shakespeare 1564-1616