What Price Reputation |

What Price Reputation

Corporate reputation can be a major contributor to shareholder value; it can represent around 25% of the FTSE250’s market cap. But it doesn’t appear on a balance sheet and can be all too easy to neglect. Our latest research, ‘What price reputation? An investigation into corporate reputation management in the FTSE250’ explores how firms manage their reputation and when and why they take on specific corporate communications capability. It examines reputational risks and identifies how corporate communications leaders’ roles differ from similar positions in the FTSE100.

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The report raises important issues for a number of stakeholders:

For chairs and their boards, it means that embedding top down buy-in to reputation as a competitive asset has probably never mattered more;
For CEOs, hiring sufficient resource to manage reputation is crucial, as is understanding what the corporate communications role can and can’t deliver;
For corporate communications directors, the research reveals that FTS250 roles are no longer a stepping-stone to a FTSE100 position but a career aspiration in themselves.

Will Serle, Group Human Resources Director, AMEC Foster Wheeler plc