This report delves into the fifth sitting of Ipsos MORI’s Reputation Council, conducted in Summer 2011. It explores the challenges of managing reputation in the age of austerity, further discussion of the case for reputation management in terms of the benefits and barriers, as well as looking from an internal perspective at the purpose and authenticity of company values.

This session also explores more tips for cracking social media and effectively integrating it within the reputation management process, and the pros and cons of Celebrity endorsements of companies.