What is the purpose of a business? If the purpose of any business is to fulfill some human need within society, then that business should take an active interest in its own reputation. We are witnessing the era of a reputation economy, whereby economic sustainability is based less on what you claim and more on what you actually do.
Reputations have to be continually earned and reviewed, and as such, need continuous monitoring and attention. Central to building and defending a sound organisational reputation is the capability to be proactive and to recognise and evaluate potential and ongoing risks (issues). Legitimacy and transparency are at the heart of issues management and whether the messages developed and delivered through corporate communications are credible to stakeholders