Reputation matters: Building internal trust and resilience with effective communication

• Main Author: YEO, Su Lin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Reputation; human capital; trust; accountability; Business and Corporate Communications; Business Law, Public Responsibility, and Ethics
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6789; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7788/viewcontent/YeoSuLin_HCL_1.pdf
• Institution: Singapore Management University

Reputation is a crucial driver of business performance. In today’s crisis-ridden business environment, this corporate quality has never been more prized in organizations. Research has time and again demonstratedthat a favorable reputation offers long-term value for organizations. Reputation impacts everything from financial to relationships represented by public’s confidence in brand equity, human capital, earnings and future growth. Reputation-led companies have been shown to set the standard by leading the pack for other businesses to follow, and in times of a crisis, the reputation capital that they have amassed enable them to better recover from economic storms. However, unlike other business assets, corporate reputation painstakingly built and earned over decades, and its potentially transient nature and fragility due to shifting expectations of accountability also makes reputation damage the top global business risk for companies in Asia-Pacific.