An insightful book, packed full of pithy, punchy truths that would be a useful start to 2023 for any organisational leader.

We’re in an era of huge change. Leaders have to reckon with massive global disruptors, whether it’s COVID-19 or climate change, whilst managing ongoing operational activities. All have the potential to boost or bust an organisation’s reputation.

A perfect time then for the latest book from public affairs and economics expert Stuart Thomson - Reputation in Business: Lessons for Leaders.

Thomson, a respected consultant, author and media contributor, makes the unarguable case for the centrality of reputation for business leaders: a good image only benefits, a bad one only damages.

Packed full of pithy, punchy truths (“Reputations are the result of deliberate action or inaction”; “No CEO should be blind to their reputational weaknesses,”) this no-nonsense, jargon-free book should leave no doubt in the minds of leaders that reputation should be at the top of their concerns – affecting their very ability to operate.

Thomson makes a convincing case that the health of an organisation is in jeopardy without a proactive approach, stating “reputation management is risk management.”

And it’s critical to every organisation, in every sector.

Frequently getting to the heart of the matter in this essential primer, Thomson describes reputation management as “a self-reinforcing virtuous circle”.

He outlines the phases of building, maintaining and protecting a reputation. Start with research, he advises, get and stay close to stakeholders, close the ‘say-do gap’ and scenario plan everything. He examines the importance of traditional media, social media, and politics to reputation. He discusses how crisis is inevitable, but how it can be either a threat, or an opportunity – handled right.

Pertinent case studies and useful quotes from eminent voices and market-leading businesses are sprinkled throughout (Thomson cites cases as varied as Amazon, ACOSVO and Alastair Campbell) – this book is weighted towards the practical. It shows again and again through real-life scenarios (some good, some bad), how a strategic, pre-emptive approach to reputation and communications management has tangible business benefits – even if, he admits, it’s not always easy to convince CFOs.

Thomson considers the implications of purpose, sustainability, employee activism, and diversity, with clear, actionable advice.

A chapter on charities is a stand-out, looking at how their public image has been collectively hit by some high-profile scandals and persistent misrepresentation in some sections of the media. Smart charities need to be alert to their reputation and plan ahead, he says.

Given the cover states the book “looks beyond the corporate sector…to the public sector” and the quality of the advice throughout, a chapter on the public sector, where reputation is just as critical to success, would have been welcome.

That is a minor quibble, however, for an insightful book which would be a useful start to 2023 for any leader.

Reputation in Business: Lessons for Leaders
Stuart Thompson
Routledge
September 2022

About Claire Munro

Claire Munro is an award-winning communications professional and manager with over 15 years’ experience leading successful campaigns in Scotland’s environment and housing sectors. Claire is on the Committee of CIPR Scotland and a Trustee of Paragon Housing Association. She holds the CIPR Diploma in Internal Communications, the AMEC International Certificate in Measurement and Evaluation. Claire is a Chartered PR and Member of the Chartered Institute of Marketing.