Reputation management does not usually come high on the finance agenda. However, faced by a pandemic, firms are making difficult decisions that could adversely impact their reputation. Our three presenters on this inaugural Finance & Operations Group member-only Zoom meeting address reputation in the round: Laurence Evans of Reputation Leaders explains the interaction of your brand – what you promise – and your reputation – how you are seen to deliver against that promise. Jonathan Hemus of Insignia Crisis explores some of the consequences of getting it wrong, and aspects of current recovery plans that may need to be amended for a world of social distancing – old-style meetings of COBRA led to multiple infections. Keith Tracey of AON looks at how insurance companies take reputation into account when setting premiums. After all, losing your PI cover is terminal for most professional firms.