Reputation management hurdles

Why did I suggest in my last post that reputation management may have peaked? Not because it fails to deliver corporate value; companies with a disciplined and sustained approach to managing reputation typically enjoy higher share prices, revenues and profitability over time.

But the inconvenient truth is that reputation management initiatives are extremely difficult to start and sustain. They require years of unflinching CEO sponsorship. They are built upon ongoing investment in reputation research. Companies must organize and work in a more joined-up manner to manage reputation. And often, companies must make big changes in how they operate and reward their people to achieve reputation goals. These are high hurdles, and most companies trip up somewhere along the line. Consider these challenges: Continue reading