Can Reputations be “Managed”?

In this article, the author suggests that reputation results from actions taken over time. He consequently views an organization's own behavior as the most serious threat to its reputation, rather than the media or business adversaries. The author is wary of the notion of “reputation management” as this could lead organization leaders to believe that the effects of their actions on their reputations can be manipulated. Ultimately, this approach could dangerously widen the gap between appearance and reality. Based on data describing the public perception of the U.S. insurance industry, he advocates reputable behavior supported by credible and energetic communications as the main determinants of reputation.