At its core, this is always about building, monitoring and managing the reputation of and trust in the organisation and its board members. In practice, this touches several disciplines. From government and investor relations to internal communications and from marketing communications and public relations to CSR. Good coordination and proper alignment of activities is necessary, especially when reputation and trust are under pressure. A carefully constructed corporate communication approach helps in this regard. This may be in the form of a long-term strategy, or as a short-term intervention.

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