GLOBAL TRENDS IN REPUTATION MANAGEMENT

Abstract

The article is devoted to the analysis of global trends in reputation management. The authors studied current world rankings, analyzed reputation studies, and identified the main reputational risks affecting reputation management and forming a company's anti-crisis communication strategy.

The article provides data on a comparative analysis of the leaders of the Global RepTrak 100 rating for 2020–2024. Companies that lead this rating yearly and have a strong positive reputation among stakeholders are identified.

It was determined that among the global trends in intangible asset management that determine the development of companies, the key ones are corporate reputation, responsible leadership, and sustainable development. Among the current trends in reputation management, the following are important: the presence of a higher goal of the corporate brand, high-quality communication with various groups of stakeholders as the basis of the business strategy, cybersecurity and data protection, the integration of artificial intelligence into work processes (including communication processes), and the ethics of its use.

Based on the analysis, recommendations were prepared to form an effective communication strategy for reputation management. The article's authors emphasize that the communication strategy for building and maintaining a positive reputation of the company should be based on a balanced system of communication channels and messages.

A company seeking to minimize reputational challenges and crises must necessarily work out possible options for reputational risks and develop scenarios for rapid response. An anti-crisis communications plan will allow one to act quickly and coherently during challenging times. At the same time, given the brittle and changeable situations in the BANI world, any plan must be adaptive and flexible.