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Reputation Bank 2

J
Janeherbert

The document discusses the concept of a "reputation bank" or "goodwill bank" that organizations have with stakeholders. It notes that a healthy credit level in this reputation bank allows an organization more flexibility to change practices, increase prices, launch new products/services, and even make mistakes if handled well. However, it warns that with no credit in the reputation bank, an organization has no ability to make mistakes without severely damaging its corporate reputation.

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Reputation Bank 2
The reputation or goodwill bank Internal Comms CSR 贈 贈 贈 贈贈 贈贈 贈贈贈 Public Affairs External 贈 贈贈贈 Comms 贈 贈 Branding 贈 贈 贈 贈 Employee policies 贈贈 贈 贈 Crisis Management 贈 贈 Positive media 贈贈 贈 reporting 贈 贈 贈 贈 贈 贈贈
The reputation or goodwill bank A healthy credit level in your reputation bank gives you a licence to: Change your working practices Increase your charges Launch new/different products/services MAKE A MISTAKE! (As long as it is handled well and doesnt happen often/again)
The reputation or goodwill bank With no credit in your reputation bank you have no licence to do anything least of all make a mistake! There can only be one outcome ... OVERDRAWN and a severely damaged corporate reputation!
The purest treasure mortal times afford is spotless reputation William Shakespeare 1564-1616

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Reputation Bank 2

  • 2. The reputation or goodwill bank Internal Comms CSR 贈 贈 贈 贈贈 贈贈 贈贈贈 Public Affairs External 贈 贈贈贈 Comms 贈 贈 Branding 贈 贈 贈 贈 Employee policies 贈贈 贈 贈 Crisis Management 贈 贈 Positive media 贈贈 贈 reporting 贈 贈 贈 贈 贈 贈贈
  • 3. The reputation or goodwill bank A healthy credit level in your reputation bank gives you a licence to: Change your working practices Increase your charges Launch new/different products/services MAKE A MISTAKE! (As long as it is handled well and doesnt happen often/again)
  • 4. The reputation or goodwill bank With no credit in your reputation bank you have no licence to do anything least of all make a mistake! There can only be one outcome ... OVERDRAWN and a severely damaged corporate reputation!
  • 5. The purest treasure mortal times afford is spotless reputation William Shakespeare 1564-1616