Donations and Corporate Reputation Is your company considering making a charitable donation? Dive into Corporate Reputation Management Strategy First Overview and Checklist Corporate reputation is a complex, layered asset that. The definitive guide to corporate reputation “It takes 20 years to build a reputation and five minutes to destroy itCreating Leading an organization and building a positive reputation means constantly looking for ways to make the positive press outweigh the bad press as much as possible. The ability to communicate better with stakeholders and ensure that their needs and concerns are heard is the foundation of managing a company’s reputation. The ability to communicate better with stakeholders and ensure that their needs and concerns are heard is the foundation of corporate reputation management. The fact that a company’s reputation cannot be touched, seen or told does not mean that it is not one of the most important assets of any organization. As a collective image of stakeholder interest and sentiment, corporate reputation is the backbone of any company’s success and the characteristic that allows it to differentiate itself from its competitors. When defining a company’s reputation, it is important to remember that it is an intangible asset. Although each person perceives your company differently because they have different interests, together their perceptions determine your company’s reputation. A company’s reputation is the sum of all the opinions and beliefs that exist about a company based on its history and perspectives relative to its closest competitors. Perhaps for this reason, most companies surveyed by McKinsey & Company indicated that improving or maintaining reputation was their top priority when addressing sustainability issues. In addition to these quantitative measures, a company’s reputation is also important. A positive corporate reputation is very difficult for competitors to achieve or surpass. However, unlike tangible assets, the value of a company’s reputation is not correlated with a physical object and may be more difficult to accurately quantify.