Defining and managing reputation risk

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% who would recommend to others Agree Neutral 100% 80% 32% Development Disagree Not sure 60% 40% 20% 47% 40% 46% -15% 7% 8% 0% 14% 21% 2011 2012 Agree Neutral Disagree Not sure % who would say something positive about 100% 80% 60% 40% 20% 0% 47% 36% 41% 43% 23% 10% 2011 2012 Development -11% -2% 13% Agree Neutral Disagree Not sure % who would give the benefit of the doubt 100% 80% 60% 40% 20% 0% 36% 24% 49% 51% 22% 11% 1% 5% 2011 2012 Development -11% -2% 13% 4% 20 Airmic Technical
Reputational risk management lessons for Volkswagen Mexico Being portrayed in the Mexican media as refusing to meet employees’ expectations (and mishandling a possible strike) severely affected Volkswagen’s reputation in the country. VW’s reputation experienced a dramatic drop in a single year in all seven dimensions, with strongest decline for Leadership, Performance and Citizenship, losing about 20 points. The strategy of being silent did not work well for VW. This left the only voice to the trade union, which communicated to the general public the story that VW’s top management did not act as a good corporate citizen, and does not care about their employees, the economy and well-being of the country. VW suffered a steep decline in the percentage of people who would recommend the company, say something positive about it or even give it the benefit of the doubt in a crisis. What is interesting to highlight is that most of the people who previously supported VW did not become neutral about the company, but moved for the most part to open disagreement with its practices. 21 Reputational Risk Guide 2015
Page 1: Defining and managing reputation ri
Page 4 and 5: Introduction The objective of the g
Page 6 and 7: Reputation Institute defines reputa
Page 8 and 9: Reputation Institute describes a re
Page 10 and 11: Table 1: The seven dimensions drivi
Page 12 and 13: The current reputational risk lands
Page 14 and 15: Section 2: Managing reputational ri
Page 16 and 17: Table 2: The reputation risk manage
Page 18 and 19: Section 3: Reputation Institute - R
Page 22 and 23: Reputation risk case study: Service
Page 24 and 25: Reputation risk management lessons
Page 26 and 27: % who would recommend to others Agr
Page 28 and 29: Appendix 1: Reputational risk manag
Page 30 and 31: Appendix 2: Reputational risk dimen
Page 32 and 33: Appendix 3: Reputation risk managem
Page 34 and 35: The link to reputational risk manag
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