What is reputational risk?
Reputational risk is any threat that endangers the good name of your business or entity. When your reputation is at risk, it can hurt your ability to attract top talent, retain loyal customers, and—in dire situations—stay in business. Reputational risk comes about in four ways:
- Directly: As a result of company actions
- Indirectly: As a result of an employee(s) actions
- Tangentially: Through other parties, such as partners or suppliers
- Externally: Through customers or past employees
In addition to offering full transparency and having good governance practices, companies must be environmentally conscious and socially responsible to minimize or avoid reputational risk. These risks are hidden dangers that threaten the survival of even the biggest, best-run companies. While one can’t easily measure the outcomes of these risks, they can adversely affect company valuation and profitability. A damaged reputation can eliminate millions or billions of potential revenue. It might also occasionally result in changes at the highest levels of management.
Guarding against the four types of reputational risk
Risks to your company’s reputation can arise from various sources. While some are in your control, most of them aren’t. However, knowing the potential sources of risk can help protect your reputation and minimize potential damage.
Direct risk
Direct risk occurs when your employees negatively affect your brand reputation through company actions. Examples include:
- poor customer service
- errors that harm consumers or other workers
- not complying with industry regulations or federal or local laws
- falling short of customer expectations or consistently failing to meet customer needs
- poor employee working conditions or exploitive working conditions
- legal actions surrounding your business that become known
- internal scandals and unfair layoffs that become known
- poor product quality or services
- purposeful misaction
- data security breaches due to unsafe practices exposing customer and employee information like passwords, social insurance numbers, credit card numbers, and addresses
- data leaks, including hacking, phishing, spam, and malware
Regardless of whether your company’s actions are intentional or not, direct risk affects how the public sees your business, weakens consumer trust, and can potentially cost millions of dollars in corrective actions and litigation fees.
Indirect risk
Indirect risk ties to employees associated with your brand when they’re not actively representing your company. Examples include:
- an employee engaging in dangerous activities outside of work, such as driving recklessly or committing a criminal offence, potentially damaging your company’s reputation once the public learns that you’re their employer
- C-Suite employees engaging in unethical conduct
- individual misconduct toward customers outside of work
- employees poorly representing your brand to others
- negative social media posts about your business being posted by employees or those associated with your company
- business leaders having or developing negative reputations
While it may be difficult for you to see how the actions of employees or company representatives reflect on your company, the public most likely won’t agree. Because your business doesn’t have a personality or a “face,” your representatives fill this role, opening up the potential for reputational risks and liabilities.
Tangential risk
Tangential reputational risk happens when your brand aligns with individuals, companies, or organizations that develop bad reputations. Partners and suppliers provide crucial support for your business but can also pose serious reputational risks, especially when you have an established relationship. Examples include:
- an influencer you work with doing something that damages their reputation, or a charity with poor ethics hurting your company’s reputation by association
- you partnering with a provider whose service is regularly interrupted, critically affecting your business
- partners or suppliers speaking negatively about your business
- partners or suppliers engaging in misconduct that becomes public knowledge
The closer your ties to your partners and suppliers, the greater the risk that their actions will pose to your reputation. The same goes for sponsorships, marketing partnerships, and advertisers.
External risk
External actions from customers or past employees can significantly impact your company’s reputation, especially if they’ve had a poor experience. Examples include:
- negative reviews from customers on public review sites, especially when based on false experiences
- negative social media posts from customers regarding their experience with your company
- data breaches or computer system attacks
- negative press about working conditions told by past employees
External risks carry a lot of weight with potential customers and the media because they help form opinions about how businesses treat their employees and how they treat their consumers after services or goods are purchased. Social media makes reputational risks more dangerous than ever, as consumers can quickly and easily head over to their favourite platforms and share their negative experiences with global audiences.
Why reputational risk management is crucial to success
A tarnished reputation can significantly impact your company’s revenue as well as the positions of business leaders. An organization with a bad reputation can lose consumer trust, confidence, and business. In some cases, companies can’t ever recover from it. With high stakes, organizations must learn how to deal with reputational threats to stay successful. Following various risk management processes can help businesses avoid damage to their reputation while keeping employees, customers, partners, and all other stakeholders happy.
How to manage reputational risk
Managing reputational risk involves reducing the impact when a threat occurs. Your biggest asset in reducing damage is acknowledging a problem, creating crisis messaging to explain to consumers what is happening, and, most importantly, being fully transparent. While you can’t predict every reputational risk, you can take measures to prepare for worst-case scenarios and prevent them before they happen. Here are some ways to mitigate and manage reputational risk:
Identify and assess your risks
The first step in risk management is identifying potential risks. Pinpoint any situation that may harm your company’s reputation, then determine how likely these risks are to occur and how devastating the impact could be.
Be present with everyone associated with your business
Reputational risk management involves identifying your internal and external stakeholders’ expectations. Knowing what employees, clients, and the public expect from your business can help you avoid disappointments and live up to your reputation. Polls, interviews, and surveys can help you stay present while determining expectations. Various objective sources enable you to form a more accurate picture.
Develop a comprehensive process for handling reputational risks
When issues that can potentially harm your reputation occur, ensure you have procedures to minimize the damage as much as possible. For example, assign someone to respond as quickly as possible when handling customer complaints or negative reviews. Acknowledging the negative press and proactively dealing with issues can quickly halt reputational damage. Improving policies and procedures, implementing digital solutions, and effective training can all help mitigate reputational risk.
Establish a good reputation
Consumers are generally more forgiving when trusted businesses that have a good reputation make a mistake. For example, a company known for outstanding customer service can easily handle a bad review here and there. Likewise, employers who treat their staff well can better withstand false accusations from former employees, whereas less reputable companies struggle. Striving to attract and retain top talent keeps customers happy and helps weather any unexpected blows to an otherwise good reputation.
Empower employees
Be open and honest with your employees regarding any reputational issues that may hit the news. Your employees are your ambassadors. Empowering them with information regarding how your company is working on correcting mistakes or maintaining credibility can be beneficial, as they can spread the good word to their friends and family.
Keep a close eye on your risks
Remember that circumstances can change once you’ve identified, assessed, and treated all potential risks. Stay proactive and consistently review your business operations and stakeholders’ expectations so you can ensure damage control by responding quickly and adapting to any changes.