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What changes when we lose or gain reputation? What remains the same? What elements make the organisations of today sustainable? What roles do purpose, social license and the guarantee of trust play? What is the role of the new Chief Reputation Officer in management along with the corporate strategy and reputation?
The emergence of the digital world in these past years is changing what represents a good corporate reputation. The expectations that companies create based on what they say are much more relevant since the Internet allows stakeholders the possibility to constantly and deeply scrutinize.
Document prepared by Corporate Excellence – Centre for Reputation Leadership. It contains references, among other sources, to the book The Reputable Firm: How Digitalization of Communication is Revolutionizing Reputation Management published by Springer in 2016 and written by Pekka Aula, professor in the Media and Communication Studies Department at the University of Helsinki and Jouni Heinonen, the president of Burson-Marsteller in Finland.
