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Article Excerpt
CORPORATE REPUTATION IS TOP-OF-mind for corporate leaders worldwide--no matter what the industry. Chief executives and their management teams recognize the power of reputation in driving market success, and how easy it is to damage a company's name. But particularly in pharma, maintaining a good corporate reputation is important because it's the perceptual foundation for the development, testing, and marketing of a company's proprietary products.
According to a recent study by Burson-Marsteller, 80 percent of the more than 600 executives surveyed believe that there is a greater threat to corporate reputation today than there was two years ago. In other words, a reputation crisis--while not inevitable--is a challenge that virtually every company ought to anticipate, prepare a defense for, and strategize to avoid.
The good news is that, according to current research, there are a number of successful, proven approaches to take. The findings also suggest that an integrated communications strategy aimed at all key stakeholders, using a variety of channels and a range of vehicles, will speed up the process of recovery.
Five-Step Program...
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