Corporate reputation is positioned as one of the most sensitive assets within a company’s value. International studies show that a significant portion of the market value of publicly traded companies is linked to perception and trust.

The speed of information dissemination compels organizations to operate under proactive communication models. Social networks, digital media, and public opinion can amplify narratives in a matter of minutes.

The most advanced companies integrate digital monitoring, conversation analysis, and narrative strategy to anticipate reputational risks.

Executive leadership is also changing: CEOs and executives are becoming active spokespeople whose communication directly impacts institutional perception.

Managing reputation in 2026 involves combining analysis, storytelling, and political communication strategy.