FRONTLINE FOCUS An Improved Reputation Claire was recently promoted to the newly created position of CSR manager for a regional oil distribution company. Not long ago the company had received negative media coverage as a result of a small oil leak in one of its storage tanks. Fortunately, the oil didn't leak into the water supply, but the Environmental Protection Agency (EPA) is still testing the soil to verify if any of the leaked oil reached groundwater levels. The owner of the company, Mr. Jones, promoted Claire from the marketing department so that the company could polish its brand with a "new environmentally friendly message." Claire considers herself to be very environmentally responsible. She recycles everything she can; she drives an electric car; she participates in neighborhood cleanup events; and she only buys from companies with strong CSR reputations. In her first meeting with Mr. Jones, Claire receives very clear instructions: "We took a double whammy here Claire. The cleanup for the leak will cost a ton of money, and even though oil prices are at historic lows, we're losing customers because of the leak story. I need some quick ideas to turn our reputation around without spending any money