ABSTRACT
The tools and controls for measuring reputation risk are unlike the tools and controls for many other risks. Most risk reporting employs a four box grid or matrix based on the two critical indicators: severity of damage and probability of occurrence. Severity of risk is dependent not only on how big the gap actually is between company performance and stakeholder expectation, but also on the speed at which it can be closed. The employee stakeholder survey may focus on conditions in the workplace and the effectiveness of the management. In an ideal world each corporate owner of a stakeholder group relationship should have in place a method of monitoring attitude and expectation on a regular basis as an essential part of relationship management. Most companies already have a risk register and sometimes it is worth examining this for relationship risk among specific stakeholder groups. Control of the risk can be achieved through heightened responsibility and awareness across the organisation.
