
Handling negative criticism is the job of a growing number of communication executives who specialise in managing crises. Of primary concern to them is a desire to minimise damage to the company’s stock of reputation capital – the value of the company’s intangible assets, a number that constitutes over 65 per cent of an average company’s market value, and that accounts for over 90 per cent of the market value of many celebrated companies like the Coca-Cola Company and Google.