The leader's role in managing reputation

Abstract

The leader of an organisation has a central role in managing reputation. Leaders can personify their company to many different stakeholders. Their personality will influence that of the organisation they lead. In a crisis internal and external stakeholders may insist that the leader accepts a prominent role. Research indicates that while the reputation of the leader and organisation are distinct from one another, they are strongly associated. Where the leader adopts the role of company spokesperson nearly half of corporate reputation may emanate from his or her own image. Other senior managers, for example the manager of a local branch, should also recognise their role in managing reputation among employees and among the local customer base and community. © 2009 Springer-Verlag Berlin Heidelberg.