If PR Wants to Manage Reputation, It Needs to Become More Than Messengers

Editor’s Note: The following is a guest post from Elliot S. Schreiber, Ph.D., a leading expert in corporate brand and reputation management. He previously blogged for PRSAY about the changing nature of corporate trust.

Reputation is the most important asset entrusted to a CEO. Not all CEOs recognize that, but a growing number do. In a 2009 global study, AON Insurance asked 551 CEOs to rank the relative importance of 31 risk factors. Reputation was ranked No. 6. In past AON studies before the current financial crisis, reputation was the top-ranked CEO risk factor. But, what is troubling is that two-thirds of the respondents still have no “formal reputation risk plan” in place, and that figure has not changed substantially.

Read the entire article at PRSAY.