1. Protecting Our Reputation is Everybody’s Job
The AAA brand is directly linked to our reputation

2. AAA’s Reputation is One of our Most Valuable Assets
Why our reputation so important?
People associate the AAA brand with service, assistance, and expertise
Failing to meet our customers expectations can damage to our reputation
Reputational damage can lead to loss of revenue, loss of brand value, decreased financial performance, and difficulty retaining talented workforce
Reputation impact: An event’s effect on reputation can be positive or negative:
Reputation opportunity: The company exceeds expectations and its reputation is enhanced.
Reputation risk: The company falls short of expectations and its reputation is damaged
We all have a role to play in building and protecting AAA’s great reputation

3. Reputation Risk Arises from Other Business Risks
Sources of Reputational Risk
Ethical breach
Financial impropriety
Cyber/data breach
Business disruption
Poor products and services
Other AAA clubs or companies in the AAA Federation
Poor communication
Third party vendors
Regulatory issues
Member or policyholder complaints
Social media (going viral)
Traditional media

4. We Can All Influence AAA’s Reputation
What You Can Do:
Live our values in your day-to-day work
Be cyber-savvy
Take compliance courses and understand your responsibility to protect the AAA brand
Make positive reputational impacts in your community by representing AAA in volunteer events and other positive ways
Provide the great service that AAA members expect and deserve
If you see something that appears to be unethical, report it to your manager or ethics/compliance department so that it can be investigated
Do not speak to reporters before you consult with your public relations department
Inform your social media representatives if you see media posts referring to negative experiences with AAA
Share AAA’s social media posts on your personal social media