…And Tactics

John Gilfeather, vice chairman and director of Roper's Corporate Reputation Scorecard, says that companies will pay a steep price if they continue to stick their heads in the
sand. "If companies don't do anything, they'll be stereotyped with the bad guys," he says, adding that Roper's in-house research shows that the more people are familiar with a
company the more favorable they are toward that company. "There's a feeling out there that if you stick your head above the trenches you're going to get hit."