Scandals turns focus to reputation issues

Shanghai - The economic crisis coupled with a slew of safety scandals across China have forced companies to prioritise their reputation.

To meet demand, Weber Shandwick has appointed Miranda Cai in a newly created role as director of public affairs based in Shanghai.  

John Russell, executive vice president for corporate and public affairs in Weber Shandwick's Asia Pacific region, said the economic crisis has forced companies to focus on reputation maintenance.

"While we saw a slew of safety scares and other issues erupt in 2008, it's now the desire to curb potential reputation risks that is motivating companies to take their reputations very seriously and proactively tell their story to all stakeholders," he added.

Russell said the scandals have exposed the missteps of a few companies. While many companies today are confident in their products and protocol, they are also more aware than ever of the scrutiny with which consumers, the media and regulatory officials are applying.

He added Weber Shandwick's public affairs practice is strengthened by its global network, a particular strength in an era when issues can go global overnight or sooner. 

The agency's advocacy offering also enlists traditional and non-traditional stakeholders as partners and spokespersons on behalf of clients.   

"This is extremely powerful in Asia where the Internet is amplifying people's voices like never before, " he said.

Cai was previously director of marketing for hiSoft Group responsible for a broad range of communications from government relations, issues management, crisis resolution, employee communications to stakeholder relations. Before that, she was deputy bureau chief for Los Angeles Times in Shanghai. 

Weber Shandwick's public affairs practice handles local and Asia Pacific regional public and regulatory affairs, issues management and high-end strategic consultancy assignments for major Chinese and global clients that include Temasek, Cerberus and APP.