Corporate reputation: the boardroom challenge

Boardroom recognition of the importance of reputation as a key business driver is growing. This article analyses the findings of the Corporate Reputation Watch – a study by Harris Interactive for Hill and Knowlton – which examines the attitudes towards corporate reputation of over 800 CEOs and senior business figures from seven countries across Europe and North America. The survey shows that business leaders see reputation as delivering for the company’s bottom level in terms of driving sales, aiding strategic partnerships as well as assisting the recruitment and retention of talent. In line with this it also reveals that increasing numbers of companies are measuring reputation, monitoring it in the boardroom and even partially remunerating CEOs on their ability to influence it. In addition the study demonstrates a concerning rise in the number of companies completely ignoring the threat to reputation presented by criticism in the new media.