A recent survey revealed that over 85 percent of companies believe that reputation can have a major impact on business performance. Whether it’s investor relations, directors’ pay, environmental accountability, ethical issues, employee relations, customer care of legal obligations these days the media spotlight will home in on any organizations, whether in the public or private sector profit making or not-for-profit, must not only behave impeccably but also manage their public relations with intelligence and integrity if they are to safeguard their reputation.