Session Descriptions

Guarding the Cooperative Brand: Managing Reputation Risk at the Association Level

Thursday, August 27, 2026

8:00 a.m. to 9:00 a.m.

Reputation is one of an association’s most valuable assets. For Farm Credit associations, trust is built not only on financial performance, but on mission, relationships, and community impact. In an environment shaped by digital communication, heightened transparency, and stakeholder scrutiny, managing reputation risk requires a coordinated approach that goes beyond public relations. This session will explore how associations can anticipate, manage, and respond to reputation risks arising from lending practices, customer experience, data breaches, governance challenges, or social issues. Participants will learn how to align their reputation management strategies with cooperative principles, ensuring confidence among members, regulators, and rural communities.

LEARNING OUTCOMES:

1. Discover how to identify and monitor the key drivers that influence your association’s reputation risk.
2. Explore how to design an effective response or crisis communication plan.
3. Gain insight into strengthening governance structures to improve oversight and accountability for reputation risk.