The 18 Immutable laws of Corporate Reputation

Alsop (2004) outlines key strategies for creating, protecting and repairing your most valuable asset: corporate reputation

ESTABLISHING A GOOD REPUTATION

Law 1: Maxmize your reputation and create reputational capital

Law 2: Consistently measure your reputation

Law 3: Learn to play to many audiences and multiple stakeholders

Law 4: Live out your personal values and ethics

Law 5: Be a model citizen

Law 6: Convey and communicate a compelling corporate vision

Law 7: Create emotional appeal

KEEPING A GOOD REPUTATION

Law 8: Recognise your shortcomings

Law 9: Stay vigilant to ever present perils

Law 10: Make your employees your reputation champions

Law 11: Control the internet before it controls you

Law 12: Speak with one voice

Law 13:Beware the dangers of reputation rub-off

REPAIRING A DAMAGED REPUTATION

Law 14: Manage crises with finesse

Law 15: First time fix is critical

Law 16: Never underestimate public cyncisim

Law 17: Remember that when it comes to reputation, being defensive is offensive

Law 18: If all else fails… there is the option of a name change (clearly this is the last resort)

Reference:Alsop, R. J. (2004). The 18 immutable laws of corporate reputation. Creating, protecting, repairing your most valuable asset. London: Kogan.