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APPENDIX Reputation: Risk of risks

How often do you test perceptions of your company among the following corporate stakeholders? (% respondents)

Customers

Continuously

40

6

At leastonce a month

At least four times a year

Once a year

14

20

Only occasionally in the past

16

Never

4

Regulators

23

9

19

18

16

14

Media groups

18

10

14

16

19

24

Government

15 7

14

17

24

23

Local non-governmental organisations

7

6

11

15

27

32

Political activists/pressure groups

5

5

7

15

23

46

International non-governmental organisations

5

4

8

16

25

42

Who is primarily responsible for the following activities? (% respondents)

Quantifying threats to reputation 23

CEO

39

CRO

10

CFO

Communications role (eg, PR, marketing)

16

Other

12

Ensuring controls are systematically enforced

34

28

15

5

17

Developing strategy on reputational risk

43

26

6

17

8

Crisis management and repairing damage once done

55

18

5

12

9

Ensuring effective co-ordination between different functions

55

17

8

12

8

Eyes and ears of the company on reputational threats

47

15 2

32

4

© The Economist Intelligence Unit 2005

21

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