Elements from Framework	Practical Considerations	Sequenced Recommendations
Inputs     Relational	Review the activities of global organizations, proactively and positively framing its actions compared to theirs. Explain through data, narratives and third party endorsement how organizational actions align with or pivot from its past.	Addressing what is salient for stakeholders in relation to the organization (e.g., capability, character or contribution) alongside what the organization considers as salient about the stakeholders. Balancing compromise with intransigence to build stakeholder trust, and avoid tensions and being misconstrued. Managing brand, communication and public relations activity from the headquarters as a networked hub to ensure a coherent global reputation from the activities of its subsidiaries, rather than encouraging them to decentralize their own in-country activity which risks creating global incoherence. Enhancing the organization’s credibility by helping stakeholders to understand the connection between its past and present as well as with its planned future global activities.
Antecedents	Understand and engage with issues that are salient for stakeholders in different international markets.
Intermediaries	Identify and proactively engage with the multiple third parties who influence the reputations of the organization in different countries.
Reputations     Multiple and     Conflicting	Create a global strategy for rebuffing negative and erroneous perceptions. Resolve how to transition from an organization with a heterogeneous set of undesired perceptions in different countries to one with a relatively homogeneous global set of desired perceptions.
Outputs     Consequences	Recognize that the organization’s current global reputation needs to have a coherent thread with its past and future reputation.