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Nearly 80 Percent Believe Responsible Companies Recover Faster after Crisis According to New Global Executive Survey
Nearly 80 Percent Believe Responsible Companies Recover Faster after Crisis According to New Global Executive Survey
Published 11-15-06
Submitted by Weber Shandwick
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.
Weber Shandwick
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, reputation management and issues 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.
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