Over One-Half Believe Corporate Responsibility is a Critical Driver of
Overall Reputation
NEW YORK, Nov. 15 /Xinhua-PRNewswire/ -- A substantial majority of global
business executives (79 percent) surveyed believe that companies with strong
corporate responsibility track records recover their reputations faster post-
crisis than those with weaker records. This finding did not differ by region.
The survey, Safeguarding Reputation(TM), was conducted in 11 markets by
global public relations firm Weber Shandwick with KRC Research.
Executives Who Believe Strong Corporate Responsibility
Record Aids Reputation Recovery
Total North America Europe Asia Pacific
79% 79% 78% 79%
Source: Weber Shandwick Safeguarding Reputation(TM) conducted with KRC
Research, 2006
"Reputation recovery is increasingly driven by more than financial
metrics," said Weber Shandwick’s International Head of Corporate
Responsibility & Sustainability Brendan May. "As social, economic and
political agendas increasingly influence consumer and market issues,
companies now recognize that a record of corporate responsibility can
inoculate a company against long-term reputation failure. Responsibility is
no a longer nice-to-have. It is now a must-have corporate mandate."
Responsibility Is a Vital Building Block of Reputation
Global business executives were also asked to rate factors that build
company reputation today. Over one-half (55%) surveyed report that being
recognized as committed to corporate responsibility contributes "a lot" to a
company’s overall reputation. European and Asia Pacific executives were more
likely than their North American counterparts to agree on the importance of
corporate responsibility in driving reputation.
Executives Who Believe Corporate Responsibility
Contributes "A Lot" to Company Reputation
Total North America Europe Asia Pacific
55% 47% 56% 52%
Source: Weber Shandwick Safeguarding Reputation(TM) conducted with KRC
Research, 2006
"Companies have awakened to the fact that corporate responsibility is a
business imperative in building a good reputation today. Leaders understand
that responsible companies attract the best talent, earn valuable trust and
generate more positive word-of-mouth," added Weber Shandwick’s U.S.
Corporate Practice Chairperson Micho Spring. "In fact, KPMG International
reports that 52 percent of the largest 250 firms of the Fortune 500 publish
corporate social responsibility reports, an increase of 45 percent from three
years ago."
Safeguarding Reputation(TM)
Safeguarding Reputation was conducted by Weber Shandwick in partnership
with KRC Research among 950 global business executives in 11 countries
spanning North America, Europe and Asia Pacific. Brazil was the only Latin
American country participating in the survey. All interviews were conducted
by telephone between July 20 and August 8, 2006. The sampling error for the
total sample is +/- 3.2 percentage points.
About Weber Shandwick
Weber Shandwick is one of the world’s leading global public relations
firms with offices in major media, business and government capitals around
the world. The firm specializes in strategic marketing communications, media
relations programs, public affairs and issues management, reputation
management, and provides corporate communications counseling. Weber Shandwick
also provides specialized integrated services including Web relations,
advocacy advertising, market research and visual communications. Find out
more at http://www.webershandwick.com .
Weber Shandwick is a unit of The Interpublic Group of Companies (NYSE:
IPG), which is among the world’s largest advertising and marketing services
organizations.
About KRC Research
KRC Research is a full service market and attitudinal research firm.
Research partner to Weber Shandwick and other Interpublic Group agencies, KRC
specializes in strategic communications research, including research to
support product communications, corporate communications, public affairs, and
social marketing. KRC provides a full range of primary research services,
including surveys, focus groups, and executive interviewing. Find out more
at http://www.krcresearch.com .
About reputationRx ( http://www.webershandwick.com/reputationrx )
Weber Shandwick’s new reputationRx Web site provides professionals
interested in leadership issues with the latest news, research findings,
insights, best practices and commentary on how to build and safeguard CEO and
corporate reputation. It covers a full range of topics such as reputation
care and recovery, CEO turnover, corporate responsibility, and strategies for
communicating CEO and corporate reputation. The site is also continually
updated to include the most recent newsmakers and fast-breaking trends that
are transforming the business and reputation landscapes.