COUNTRY REPUTATION: A STRATEGIC SHARED RESPONSIBILITY
European Association of Communication Directors: Opinion piece by the partners at Reputation Lab.
At Reputation Lab, we believe country reputation is a shared strategic asset, not a communications exercise owned by a single institution.
In this piece published by European Association of Communication Directors (EACD), we outline why reputation is shaped by the combined actions of government, business, civil society, and citizens, and why alignment across these actors matters.
Drawing on findings from RepCore® Nations 2025, the article shows how country reputation directly influences trust, investment, tourism, and long term competitiveness.
Reputation is measurable. It is manageable. And it requires shared responsibility to sustain it over time.