Tip Sheet: Grilled About ROI? Ask About Value of Reputation

Discussions between CEOs and communication professionals often get bogged down on one topic: What is the return on investment in public relations? It’s a difficult question because reputation itself is an intangible asset, one that can be influenced but never controlled. Nonetheless, a look at some recent high-profile crises points us toward some answers. 2012 has brought its share of communications crises for global brands: From the marine mishaps of Costa Crociere, Europe’s largest cruise line, to the interest rate rigging scandal at Barclay’s Bank to the continuing fallout at News Corp. over the phone-hacking scandal to the exposé on working conditions in China that hit computer giant Apple hard.

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