Reputation risk management starts with values and purpose.

All companies have control over their reputations. At River Effra we believe a company’s reputation is a consequence of the decisions it takes, direct and indirect, as much as it is the context into which it operates. It has always been more effective to understand the potential consequence of a decision as it is taken, than it is to just try to manage consequence down the line.

For too long corporate affairs and communications advisers have been too quick to offer a PR fix to a strategic reputational business challenge. However, by applying reputational control through the application of basic risk analysis to reputational issues, companies can control and allocate their reputational capital not just try to affect as audiences react.

River Effra is about giving companies real control over their reputations. Helping leadership to understand the potential reputational consequence of decisions, how this affects their future reputational agency and leverage, helping them take better decisions.

Because better decisions make better business.

A company’s evolving reputation affects its freedoms to deliver its strategy and impacts leadership’s ability to focus on the day job. Reputation is shaped by every iteration of a company’s decisions, products and processes. Those shaping the reputations must understand how audiences - employees, investors, customers, regulators, politicians and governments – think about the company within their contexts.