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Recovering Corporate Reputation
Companies can expect to spend at least three years repairing the damage caused by major negative publicity in the media, according to research by Ipsos MORI. Results will be revealed tomorrow at a conference hosted at London's Emirates Stadium, home of Arsenal Football Club.
Director Stewart Lewis says the average recovery time is 'more than three-and-a-half years' but adds, 'This figure will come down considerably for companies that have already built up a strong corporate reputation beforehand.'
The Conference, Reputation Management for Success, will deal with issues facing companies in 'a society where news is broadcast 24 hours a day, and a gaffe, no matter how small, can become global news in a matter of minutes.' Speakers will include Philip Dewhurst, Group Director Corporate Affairs for British Nuclear Fuels; Howell James, Permanent Secretary for Government Communications; Niel Golightly, Vice President, Downstream Communications for Royal Dutch Shell and Ben Page, Managing Director of Ipsos MORI Public Affairs.
Lewis outlines five stages towards building up a strong corporate reputation:- awareness ('here's who we are')
- involvement ('here's what we do for you')
- connection (how the company meets its responsibilities)
- persuasion (establishing the company's public position - 'here's what we think') and
- action ('here's what we want you to do').
He concludes: 'The process is easier said than done. But it can be done! Companies need to hear themselves through their stakeholders' ears, promise what you can and deliver what you promise, hit the issues before they hit you, exorcise corporate speak – and finally, if you are doing good works, tell those people who are important to you.'
The agency's home page is at www.ipsos-mori.com .
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