Reputation

Ipsos's Reputation Centre has assembled some of Europe's most senior corporate communicators to
form the Reputation Council. As one of its members, you will appreciate that collectively the Council brings
unparalleled levels of communications expertise, and through our regular feedback sessions you provide
us with insight on a wide range of reputation issues both within the corporate environment and in the wider
world.

Corporate reputation should be an integral part of your marketing strategy - ignore it and your brand voice runs the risk of not being heard.

It has been a busy few months in the Reputation Centre.

Whether you see them as mavens or connectors, or simply as opinion leaders, there is little doubt that a small but influential group of consumers can have a disproportionate effect on the reputation and success of companies and brands.

Philip Dewhurst, Head of Public Relations at Gazprom Marketing & Trading, talks to Core about communications in a rapidly growing and entrepreneurial organisation - and the implications of the company's Russian heritage.

Reputation is built (and damaged) by the actions and behaviours of all employees, but the organisation's leader is its most visible spokesperson. Part of this role is to articulate what the organisation stands for, how it makes a difference and the core values it lives by.

In the current economic climate, have environmental concerns been pushed aside? Are consumers around the world buying with regard to sustainability issues? Should companies still pay attention to climate change or has the zeitgeist waned?

Ipsos's Reputation Centre has assembled some of Europe's most senior corporate communicators to form the Reputation Council. Its members bring unparalleled levels of communications expertise and through our regular feedback sessions provide insight on a wide range of reputation issues within both the corporate environment and the wider world.

Duncan Bonfield, Director of External Affairs at Network Rail, talks to CORE