A few months ago, we were discussing the role of reputation and how it brings together all avenues of PR and communications, whether that’s business-to-business or brand-to-consumer communications. A business’s reputation is built on what its key audiences think about that business. Do they think it is sustainable? Is it fair? Does it treat its employees in the right way?

As part of our discussions, we started to think about how reputation can impact different audiences. While consumers are frequently influenced by a business or brand’s reputation, thereby impacting their shopping habits, it’s also important to consider the role of the inter…