Infinite Global launches new report on dynamics of tax and reputation

The agency’s latest report, authored by Senior Content and Media Strategist Matthew Gilleard, examines the critical importance of the relationship between tax strategy and reputation, not least those in consumer-facing industries where the impact of negative publicity can be felt most keenly.

Vast public spending in the wake of COVID-19 has left governments needing to bolster depleted treasuries. Major and controversial changes to tax systems are expected with the imposition of new measures amidst a heightened interest in concepts such as ‘paying a fair share’.

But taxation has always been a contentious issue.

Look back at recent years to see how once strong reputations have been questioned, challenged and damaged by the adoption of tax strategies that, while within the law, have contravened stakeholder expectations and generated significant negative media attention.

Infinite Global has undertaken new research to better understand this relationship.

We have analysed media coverage of tax issues by major UK business news, evaluating the specific focus, tone and sentiment of the reporting. We also interviewed some of the UK’s leading tax and accounting journalists, to understand their editorial perspective on how they report tax issues and the extent to which this may or may not change over time.

From this we have developed a four-phase model designed to help organisations and individuals alike understand better the evolving risk of negative media attention and thus the interplay between tax strategy and reputation management.

The outcome is clear: if media and stakeholder sentiment towards issues can be better predicted, then taxation and reputation management strategies can be better managed.

Read the full report here.