The Reputation Institute has recently blogged about its concept of a Chief Reputation Officer (CRO) – a function that would take ownership of a company’s reputation, reporting directly to the CEO. To build and maintain a strong corporate reputation, the CRO would mainly look after five key issues:
- Levels of stakeholder support
- Reputation readiness
- Corporate Communication effectiveness
- ROI of reputation
- Corporate Social Responsibility (CSR)
All of these are described in more detail in the blog post.
These 5 key indicators / areas also highlight that the role of the CRO isn’t only reactive – advising on reputational crisis and risk factors – but rather proactive, actively driving stakeholder perception of a company and its activities.