Presentation by Brian Cronkhite, Managing Director of Burson-Marsteller's Corporate Practice for Greater China to the Conference Board's 21st Century Leadership executive roundtable on Risk Management and Communication in Times of Crisis and Uncertainty, held on August 5 in Shanghai.

1. Corporate Reputation & Risk Management
Brian Cronkhite – August 4, 2010

2. “A good name is better than riches.”
-- Don Quixote

3. Reputation is shaped by perceptions
• They are formed by what people know, see, hear, read and experience
• They determine how people think and feel — and, therefore, how they
behave
• Perception = reality
What do you see?

4. Reputation is shaped by perceptions
• They are formed by what people know, see, hear, read and experience
• They determine how people think and feel — and, therefore, how they
behave
• Perception = reality
What do you see?

5. Reputation is shaped by perceptions
• They are formed by what people know, see, hear, read and experience
• They determine how people think and feel — and, therefore, how they
behave
• Perception = reality
What do you see?

6. A good reputation is forged over…

7. And a consistent, complex web of interactions…

8. When reputation is good…
Recommended as a place to work
Give the benefit of the doubt
Recommend as JV Partner
Recommend stock
Pay more for products / services

9. When reputation is bad…

10. “It takes 20 years to build a reputation
and five minutes to ruin it.”
-- Warren Buffet

11. A CHANGING ENVIRONMENT

13. 6 communications trends re-shaping the RM
equation

14. #1 Professionalism - of NGOs, Activists

17. #2 Transparency

19. #3 Accountability

20. #4 Dialogue

21. #5 Alignment

22. #6 Speed

24. ‘ ’

25. ’

26. What role should communications play in RM?
1. Corporate 2. Corporate
sensor conscience
– identifies and – contributes and
assesses participates in
stakeholder the decision-
sentiment making process
3. Corporate 4. Corporate
communicator monitor
– speaks for the – ensures
corporation in a company is
truthful, timely delivering on
manner its promises
Source: Harold Burson’s view
on the role of Corp
Communicator

27. Discussion

28. Brian Cronkhite Talk to B-M online:
Managing Director, Corporate Practice,
Greater China
T: 86 21 5403 6950 http://www.burson-marsteller.asia
brian.cronkhite@bm.com