Video: Monday, 22 September 2014
In the past, Will Rogers’ saying “It takes a lifetime to build a good reputation, but you can lose it in a minute” was thought only to apply to individuals – not to companies. Besides, protecting the corporate reputation of your business could be easily outsourced to the communications department, so many organisations put the importance of a good reputation to the back of their minds while they attended to the day-to-day matter of the bottom line.
But lives led increasingly online mean that everyone is a publisher – and the risk of reputation damage is omnipresent, amplified and harder to manage effectively. Social networking, websites, and other methods of instant communication mean businesses must be constantly aware of their reputations, and be responsive to any crisis that might have an impact on their reputations.
Is there a way to grasp such a ‘soft’ concept as corporate reputation and see its true value? RSM’s Professor Cees van Riel explains what happens when companies realise the importance of reputation.
Rotterdam School of Management, Erasmus University
Science Communication and Media Officer
Corporate Communications & PR Manager
Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top-ranked business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become to become critical, creative, caring and collaborative thinkers and doers.
