Why should I worry about things that might never happen?
Risks to your reputation can come from inside your organisation, such as an incident at a service or involving a member of staff. Or they can be triggered by external situations – changes in funding approaches or major policy developments, for instance.
Such events may or may not be within your control, but it is certainly within your power to minimise the impact they have on your reputation, which is central to your ability as an organisation to provide services, attract funding, win contracts and influence key stakeholders.
Think about how much time and effort you invest in building and maintaining your reputation, and then consider how quickly things can spread in a world of 24-hour news, citizen journalism and social media.
As the saying goes, failing to plan is planning to fail.