Almost everything in the risk environment carries with it a potentially dangerous side effect: reputation damage, says Mario Ramirez Ortuzar, Head of Risk and Insurance for CLH in Spain. “From my point of view, it is probably the worst risk that companies face today. It can happen so fast. Everyone knows everything at the speed of a click.”
Mario will moderate the workshop on brand reputation attack, which will present the perspectives of risk manager Juan Miguel Garcia Mediavilla, Risk Manager of CEPSA, lawyer José Maria Alvarez Cienfuegos from DAC Beachcroft and communications specialist Andy Weitz Senior Vice President, Global Marketing & Communications,Aon.
The session will consider both the practical and theoretical bases for managing reputation risk. Once it is on the risk map, says Mario, you can consider what is the inherent risk before mitigation, what mitigation measures can you put in place and what residual risk remains from brand attack. Then the panel will discuss how to analyse the probability and potential impact of the remaining exposure to decide what solutions are available, including risk transfer.
Brand attacks can come from a variety of sources, competitors, disgruntled employees, unhappy customers, social action groups, extortionists and other people and businesses who want to cause damage or embarrassment. The most conspicuous targets are businesses dealing with the public but others suffer too. “We must all be very aware of reputation, especially on the internet where things happen 24 hours a day. Even a small article can snowball overnight,” says Mario. “We are going to look at things that the risk manager can do when he or she goes back to the office.”
How to face a brand reputation attack
October 18, 2017 from 09:00 to 10:00