Reputation

Abstract

How do effective directors ensure the reputation of the organisation is being adequately assessed and protected? Based on a framework of global corporate governance best practice, which can be used in all organisations anywhere in the world, this chapter of Questions To Ask (QTA) in the boardroom gives a high-level but succinct introduction to boards assessing and protecting the reputation of an organisation. All directors should assess their appetite to invest in reputation and be aware that organisations doing so are more likely to survive adverse reputational impact and emerge from a crisis more resilient. The chapter considers reputation management, reputational trends, and how to strike the right balance. This includes accountability and support, measurements, escalation, and considerations of reputation and brand. The chapter’s introduction leads into outlining the key Questions To Ask in the boardroom, giving the reader further insight into how to initiate discussions about the practical details requiring the attention of the board.