Changing communication dynamics, stakeholder expectations and demand for transparency, authenticity and openness have made C-suite executives take a second look at the existing strategies and how they add to building and managing reputation. As stated by Warren Buffet, “Ït takes 20 years to build a reputation and five minutes to ruin it.” Compounding is the fact that with digitization of communication and the “always on” environment reputation management has become more dynamic, volatile and susceptible, amplifying the trust deficit facing business today.

Additionally stakeholder expectations have changed and their demands for innovation, corporate stewardship, stakeholder management etc. are at an all-time high. Managing the increasing expectations has become a challenge. At this juncture it is critical to understand how organizations

• Build and develop these perceptions
• Address stakeholder concerns
• Manage trust deficit