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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 at LLYC
Journalist with a degree in Information Sciences from the UCM. He holds a Master's Degree in Sustainability and Corporate Responsibility from UNED-UJI and has more than 20 years of experience in Communications and Reputation. He managed communications of the port authorities of Ferrol-San Cibrao and A Coruña. He has advised reputational risk management to companies such as Inditex, Mercadona, Repsol or CaixaBank, among other large companies and institutions. His specialty is focused in communication and digital marketing. Iván is co-author of "Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0" (2009, Gestión 2000) and editor of the first ebook in Spanish on social media communication: Tu Plan de Comunicación en Internet. Step by Step (2008). Teaching and providing lectures is also a part of his job. He has taught in the Customer Experience Management Executive Program at IE Business School, and in Corporate Communication Masters at Universidad Carlos III, Universidad Complutense de Madrid and Universidad de Cantabria.
ipino@llorenteycuenca.com

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