Pushkin organized the panel in his role as president of the Colorado chapter of PRSA. With all the recent corporate scandals, the program was designed to be both timely and informative. Why are some companies admired while others are attacked? How does your corporate reputation impact your bottom line? How can companies create ethical business cultures?  Although some brands are strong enough to survive damage to their reputations (Nike, Coca Cola, Ford), other brands are not (Enron, WorldCom, Arthur Anderson, and PanAm ). Which group of brands will Martha Stewart join?

Sometimes damage to one organization's reputation can impact an entire sector. For example, skepticism is now directed at many nonprofits since the scandal surrounding the Red Cross and donations to victims of the September 11 attacks. In Colorado , Janus Funds, Invesco , Xcel Energy, the University of Colorado , Qwest, and the National Cattleman's Beef Association have all been the focus of news reports lately that could impact their reputations for years to come.

What about your brand? Does your reputation negatively impact your brand equity? Is your business behaving ethically?  If you are not sure, maybe it's time to call Pushkin Public Relations for a communications audit, branding session, or crisis management plan. Making sure you communicate clearly, ethically, and transparently can help you be a company that is admired, not attacked.