According to a McKinsey survey, a large percentage of executives believe that public trust in business and commitment to free markets has deteriorated. What began as a severe reaction to the banking crisis has evolved into a perception that businesses in general are "bad" and are not to be trusted. This type of mindset is difficult to overcome, and keeping your company's brand intact is more important than ever. 

Influences on a company's reputation can come from several sources. The number of community activists, online forums, consumer-generated media and non-governmental organizations has grown substantially in recent years. Combined with the speed and viral aspects of today's technology, issues that were once internal have quickly become public. 

How does one manage to stay abreast of the issues and concerns of the public as they relate to a business? Technology can help keep an executive informed of what's happening in the online world. News alerts and RSS feeds, for example, can serve to bring online business mentions to one's attention as they occur. Monitoring blogs, forums and industry outlets is another way to keep focused on possible new developments. 

How does one respond to potential damaging information? Being prepared in advance is crucial in today's climate. Keeping an up-to-date checklist on important company facts and figures is a must. Engaging in conversations is second. The days of issuing one-way "press statements" is long over. Instead, you must respond in the arena and context in which the issue originated. For example, if you find a negative blog post regarding your company, you can defuse the situation by recognizing the problem and addressing it in a positive and constructive manner. Even if you can't assuage the criticism, you will be recognized for responding. 

A reputation (either good or bad) is built upon public perception. If a company is perceived as caring, forthright, and engaged with the public, then it can overcome many potential pitfalls. If, however, the company is seen as aloof, arrogant and non-responsive, it will receive the reputation that it deserves.