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April 25, 2011

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Deon Binneman

I agree with your statement “Measure your business impact.”

Too often communication largely focusses on processes and outputs instead of OUTCOMES such as how to prove and impact on the value of intangibles.

The Economist, June 12, 1999 said it nicely - “The value of a business increasingly lurks not in physical and financial assets that are on the balance sheet, but in intangibles.”

If Reputation = Sum of Intangibles, then a company's standing in the World's Most admired Company survey shows the return that you got on your communication investment.

If this is true, then communications become only one of the tools that a Reputation Manager uses. For instance, Governance can play a role.

Ultimately then, impacting business reputation should be the goal - to build and protect this asset.

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