ABSTRACT
Organisations should always prepare themselves as if an attack on their reputation is coming. That is good risk management, and means that measures can be taken internally or externally, if required. Doing so means considering how the positions of an organisation may have changed over time to ensure consistency and ensuring that such shifts are explained. An organisation should have internal “truth tellers” who are prepared to provide information and challenge leaders. Thought leadership can also help an organisation strengthen its reputation, and this can take many forms – written (such as blogs), podcasts, speeches and workplace behaviours. The chapter looks at each of these, highlighting what organisations can and should do in their efforts to strengthen their reputation.
