The purpose of this paper is to examine how changes in the global geopolitical climate have created new and more acute reputation risks for multinational corporations.
This viewpoint examines recent shifts in the global geopolitical claims covered in international media and analyzes variety of instances in which these shifts have created new and more intense reputation risks. From this analysis, the authors derive insights into how companies can prepare for and manage their operations to mitigate potential reputation risks.
The author finds that the increases in reputation risk created by shifting global geopolitical structures expose weaknesses in the infrastructure and skill sets by which companies manage their corporate reputation and makes recommendations about overcoming these weaknesses.
The geopolitical issues analyzed and the reputation risks exposed are selective; therefore, this is not a comprehensive review of all the potential risks.
Companies can do a great deal to protect themselves from new reputation risks created by the geopolitical shifts discussed by setting up a new infrastructure for managing and reporting on these risks and hiring communications professionals with the appropriate capabilities for analyzing and managing the risks.
If these new risks are well managed, the potential for significant business disruption and the safety and security of corporate employees could be significantly reduced.
To the best of the author's knowledge, this is the first discussion of geopolitical shifts and corporate reputation.
