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Article 14 Sep 2021

How to convert reputational risks into opportunities through corporate activism

In this fourth and final edition of the “Resilience” series, we address the challenge of recovering from a reputational crisis once the worst is over or overcoming a chronic risk with persistent negative effects on a brand.

In both situations, reputational resilience is put into practice as a pattern of corporate conduct, not just as a temporary tool to address a critical event. In these two risk scenarios, timely reactions to one-off events are not enough; they require ongoing, long-term conduct based on brand purpose – a pattern. These corporate activism patterns can help businesses overcome reputational threats and transform them into differentiating opportunities

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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.

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