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Article 18 Feb 2021

HOW TO ANTICIPATE REPUTATIONAL RISKS BY COMBINING HUMAN AND ARTIFICIAL INTELLIGENCE

In fact, reputational resilience has become an essential variable for ensuring business continuity and sustainability. Nonetheless, reputational risk remains a complex factor for the many executives who recognize its tangible impact but lack the knowledge to manage its intangible nature.

In insurance company Aon’s latest survey on global management risks, “damage to reputation or brand” was listed as the second-most worrying risk for executives, behind only slow economic recovery. The company explains that “due to the nature of this risk, companies tend to underestimate its impact.” However, “studies show a direct correlation between a blow to company reputation and its value to shareholders.”

Resilience and reputation

Identifying reputational risks is the first step toward preventing their impact on business continuity and company sustainability. In their article “Getting Business Resilience Right,” Bain & Company recommend refraining from attempts to quantify the entire universe of potential negative events or doing so based on accumulated experience. They suggest instead focusing on the organization’s efforts to prepare for the risks that, from a holistic perspective, could most heavily damage that business in particular.

In this article, you will discover how we at LLYC address the identification and assessment of the reputational risks that can have the greatest impact on our clients’ businesses. We build solutions tailored to their needs, combining technology and consultancy, with artificial and human intelligence, applied to the prevention of crises with reputational impacts.

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Iván Pino
Partner and Senior Director of Crisis and Risks
Pino is a journalist, with a degree by the UCM in Information Sciences and a Master’s Degree in Sustainability and Corporate Responsibility by the UNED-UJI. He has gathered 20 years of experience in communication and corporate reputation and has majored in digital communication. He is the co-author of “Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0” [Keys to New Marketing. How to get the most out of the web 2.0] (2009, Gestión 2000). He edited the first ebook in Spanish on social media communication, “Tu Plan de Comunicación en Internet. Paso a Paso” [Your step-by-step internet communication plan] (2008). Also, he is a lecturer and postgraduate teacher at the IE Business School, Carlos III University of Madrid and Complutense University of Madrid.
Juan Cardona
Director of the Leadership and Corporate Positioning area at LLYC in Madrid
Cardona has 20 years of professional experience in corporate communications, reputation and social responsibility and has worked as a communication-strategy consultant for many listed international companies. He has also worked as director of operations at Corporate Excellence and director of corporate responsibility and reputation at Ferrovial.
Miguel Lucas
Data Business Leader at LLYC
He is a Telecommunications Engineer and has a 10-year track record in the design, manufacturing and launching on the market of corporate search engines, open web and deep web. He specialized in designing ranking algorithms for search engines and automated natural language processing. In 2008 he started up the company Acteo, from which he has collaborated with LLYC in the design and implementation of different solutions, such as BEO and MRO in the Digital area, and he has participated in the execution and start-up of numerous digital identity development projects. Miguel is currently Data Business Leader, engaged in developing data exploitation strategies and metrics that contribute value to clients’ reputation and business.
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