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Review the results of Reputation Institute's annual leadership study to find out what your peers around the world think about the state of the reputation economy.
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Reputation Leadership Study:
Playing to Win in the Reputation Economy
If you are uncertain about how you should tackle reputation management for your organization, you are not alone. Among the 301 business leaders from 29 countries across 28 industries who participated in the Reputation Leaders Study, only 16% feel their organization has the full capabilities to manage reputation, and 85% report that they are still in the early stages of their reputation journey. This is natural, as reputation management is still a new business discipline, and one that demands a new set of competencies, which cut across different traditional functions and skills sets like communication, research, training, issues management, and data modeling. But the question is not IF you should do this. It’s HOW.
The results outline a clear agenda with 78% of business leaders agreeing that we are living in a new world where who you are as a company is directly tied to business success. In this environment, 65% of business leaders say that reputation management is a top priority for executives and the Board of Directors. That is up from 56% from the year before, with an expectation that even more focus will be put on this topic in the years to come. As a result, that puts a lot of pressure on the corporate communication team because this is where the finger points when determining who is responsible for managing reputation.
Today, 70% of companies depend on Corporate Communication / Public Affairs to manage reputation. Unfortunately, this is where the issues begin. What does this even mean in today’s world? How can one function be responsible for “managing” the reputation of the company across all the different stakeholders in all the markets? What are the competencies needed to actively manage perceptions across the organization?
Those are the questions being asked by business leaders across the world, and that is what we are providing insights for in the Reputation Leaders Study.
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