The increasing expectations on companies to take a stand on social or political issues raise questions about the opportunities and risks for reputation. In a new white paper, Hans-Jakob Boesch from Hjb and Sabrina Huber from Sabrina Huber Consulting provide decision-makers with guidance. The two are part of the "Reputation Experts" network.

Three criteria are central to a well-founded decision: Relevance of an issue for the company, acceptance by the stakeholders and a clearly recognizable benefit. "And companies should certainly not allow themselves to be put under pressure by third parties on this issue, but should decide solely on the basis of their own interests," Hans-Jakob Boesch is quoted as saying.

The guidelines are aimed at board members, management boards and communication managers. It addresses both strategic consideration and the operational implementation of political statements. "Nothing is more dangerous than loud talk or loud silence without a plan and substance," says Sabrina Huber.

The white paper includes food for thought, identifies risks and contains a checklist for implementation. It is available on Reputationexperts.ch ready for download.

Reputation Experts published a white paper back in February. In it, Susanne Müller Zantop advocated the introduction of a "reputation board" in companies.

Reputation is becoming increasingly important as a strategic factor and is being discussed more and more frequently in board and management meetings. With the expansion of their network and the publication of their first white paper, the Reputation Experts are taking a further step in this direction.

Hans-Jakob Boesch is new on board. He has many years of experience in politics, communication and consulting. Since 2021, he has been supporting companies and managers in crisis situations and in political communication with his company Hjb. He was a cantonal councillor and party president of the FDP Canton of Zurich and is a member of a foundation board. At Reputation Experts, he will strengthen the areas of crisis communication and public affairs in particular.

Plea for a "reputation board"

The Newly published white paper by Susanne Müller Zantop argues for the introduction of a "reputation board" in companies. It analyzes how a cross-functional body can specifically manage a company's reputation - a practice that has so far often remained without permanent staff or budget. The publication is supplemented by a case study by Sabrina Huber, who shows how such a board can be implemented in the reality of a company. The paper provides concrete recommendations for anchoring reputation management as an integral part of corporate management.

Because reputation is one of the most important intangible corporate assets, the topic is increasingly appearing on the agenda of board and management meetings. It is increasingly recognized that the trust of stakeholders forms the indispensable basis for sustainable business success.

In the digital age, in which companies and leaders are becoming increasingly visible, a good reputation is crucial. Analog communication also contributes to reputation on a daily basis. At the same time, a good reputation is becoming increasingly important for employers when recruiting talent.

Holistic approach with specific competencies

Jouni Epper, Katrin Frei, Sabrina Huber, Susanne Müller-Zantop, Barbara Tischhauser Bandli and Lukas Zihlmann have experience in various areas of reputation management. Together they have created the "Reputation Experts". The association offers tailor-made, modular reputation management programs with a holistic approach. The consulting focus is on strengthening the reputation of companies and leaders.

"Reputation management is a holistic discipline and requires very specific skills that can hardly be covered by a single consulting firm. That's why we set up Reputation Experts," explains founding member Lukas Zihlmann. The association offers various services such as reputation measurements, media and stakeholder analyses, strategic corporate communication, CEO positioning, corporate identity and design or brand management. "We already cover most of the disciplines required for comprehensive reputation management and will be expanding in a targeted manner, including with specialists in ESG and sustainability," adds Zihlmann.