Managing reputation risk:

when communications
affect profits
Lecture summary

Jelena Tasic
Reputation risk management
• The two-hour presentation is envisaged as an interactive session, comprised of two
main thematic areas:

1. Reputation management basics

 Key pillars and reputation management tools
 Bad news travels fast (understanding the importance that even small media outlets have, due to the
Internet and globalisation)
 Crisis communications - what to do when things go wrong. Key pillars of crisis communications

2. Real-life case studies:

– How communication management can affect profits (examples of ArcelorMittal, Novartis and BP)
– Stakeholder communications - who is a company talking to? (example of MasterCard stakeholder mapping)
– Data about the reputation risk consequences (based on the Economist Intelligence Unit research) 

• (tentative project work)

Turning problems into opportunities - a case-study-based team work assignment,
where they would be required to come up with a communication strategy in a
reputationally challenging case in a financial sector (e.g. Goldman Sachs / RBS / Soc
Gen /etc.)