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Corporate Social Responsibility
News
11.15.2006 - 09:00am ET
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Nearly 80 Percent Believe Responsible Companies Recover Faster after Crisis According to New Global Executive Survey
Over One-Half Believe Corporate Responsibility Is a Critical Driver of Overall Reputation
(CSRwire) NEW YORK, NY November 15, 2006 - 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™, 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™ 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™ 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™
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 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 www.krcresearch.com.
About reputationRx
(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.
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