Companies that are transparent about issues during a public crisis are more likely to save themselves from falling stock prices than those that attempt to hide certain information, according to a report published earlier this week by Aon and Pentland Analytics.

The study, titled “Reputation Risk in the Cyber Age: The Impact on Shareholder Value,” states that crisis communication must be “instant and global” for a company’s stock to survive something such as a data breach or a bad public relations event such as a scandal involving executives within the company. With the impact of social media, the impact of a crisis event means that a company’s stock may decline even more quickly. For the past 10 years, reputation risk has occupied one of the top spots on Aon’s biannual Global Risk Management Survey.

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