Risky Business: Managing Issues to Protect Reputation & Build Brand Equity

Recent research studies and industry reports haven’t had much good news to report regarding reputation and trust in business. Here is a quick glimpse of some damning stats: • The 2009 Edelman Trust Barometer revealed that 77% of U.S. respondents trust corporations less than they did a year ago; • Fortune magazine reports that trust in business across 20 countries is down 62% over 2008; and, • 88% of respondents to a Harris Interactive poll stated that corporate reputation is “not good” or “terrible.” These numbers don’t bode well for communications executives, who are charged not only with defending their organizations’ reputations, but also with measuring the impact a given issue or crisis has had on that reputation.

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