The risk that relates to the organisation’s reputation and public perception of the organisation’s integrity, efficiency and effectiveness. The principal response is reputation risk management but indirectly most forms of property and business interruption are important in helping a firm to sustain its presence and therefore reputation. See TRADE NAME RESTORATION.

This is part of the culture and processes that are directed towards the effective management of potential opportunities and threats to the organisation achieving its objectives through maintaining and enhancing its reputation. The processes will involve preparing business continuity, crisis management and disaster recovery plans, and a sound communication plan designed to work with the media and other stakeholders. Case histories show that companies who demonstrate an ability to overcome a crisis actually enhance their reputation and share value.