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Dr. Leslie Gaines-Ross
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Leslie leads Weber Shandwick’s global reputation consulting services and thought leadership development. She is the architect of groundbreaking, award-winning research into CEO and corporate reputation, leadership transitions, corporate rankings, online reputation, and reputation sustainability and recovery. Leslie is a member of the firm’s global senior management team.

Leslie is one of the world’s most widely recognized experts on reputation--how reputations are built, enhanced and protected. She spearheaded the first comprehensive research on CEO reputation and its impact on company reputation and business performance. She developed Weber Shandwick’s global corporate reputation studies--Safeguarding Reputation™, Risky Business: Reputations Online™, Socializing Your CEO and Socializing Your Brand. Leslie is the author of two books, CEO Capital: A Guide to Building CEO Reputation and Company Success (2003, Wiley) and Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation (2008,, Wiley).

Her article on Reputation Warfare was recently published in Harvard Business Review.

Leslie’s blog can be found at and her Twitter account is

Entries by Dr. Leslie Gaines-Ross

Reputation Trends for 2014

(0) Comments | Posted December 30, 2013 | 8:29 AM

Here's my annual list of reputation trends for 2014. As information increasingly dulls the senses and muddles our brains, and as transparency becomes the norm, building enduring reputations grows in importance. In a new report, Deloitte's Touche Tohmatsu found that reputation risk is the top strategic risk among...

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The Reputation of the Internet Stumbles

(3) Comments | Posted July 30, 2013 | 6:17 PM

Our honeymoon with the Internet is over. Yes, the Internet had great promise and delivered on much of it, changing society in so many ways just like everyone said it would. But nothing is perfect. Even the tall, dark, handsome and loving groom is inevitably a little less special on...

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Reputation Trends for 2013 -- Now and Ahead

(2) Comments | Posted December 31, 2012 | 1:01 AM

So this year's list brings you a mash up of reputation musings. Let's say it is a New Year's summary of what has passed and what may be in the future.

1. CEOs are reputation's first responders. Despite the media appeal of seemingly leaderless organizations such as the Tea...

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2012 Reputation Checklist

(2) Comments | Posted December 23, 2011 | 5:35 PM

The new year presents many challenges and opportunities for reputation-observers. If a fortune cookie that could actually tell the future were handed to me this coming New Year's Eve, I'd expect it to reveal the following:

1. Reputation's inflection point is here. Reputation will always continue to matter but...

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8 Ways Reputations Will Change in 2011

(0) Comments | Posted December 30, 2010 | 4:50 PM

As Weber Shandwick's chief reputation strategist, I have decided to join the ranks of the end of the year palm readers and offer my predictions for the next year. Time and time again during the past twelve months, I have been asked to hold my finger up in the air...

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Unvarnished and Dangerous

(11) Comments | Posted April 12, 2010 | 1:44 PM

Defending a company's reputation has just gotten harder -- a lot harder. A new and highly controversial social media site,, just arrived. On this site, anyone can anonymously post reviews of anyone else with no accountability and no restraints. People can now review and rate their bosses,...

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Do Companies Care About Ordinary People?

(33) Comments | Posted January 6, 2010 | 2:11 PM

During a recent web chat, a journalist asked a Fortune 500 CEO whether the company cared about public sentiment. I was startled. How could there be any doubt that the CEO's company, or any responsible company for that matter, cares deeply about public sentiment and what is now commonly referred...

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Resetting CEO Reputation

(8) Comments | Posted November 11, 2009 | 3:07 PM

Since everyone -- President Obama, Hillary Clinton, Kurt Anderson and Jeff Immelt, among others -- is using the word "reset," I thought I would join the club by declaring that it is high time to begin resetting CEO reputations. If you did not know already, reset is the next fashionable...

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