Integrated Risk Management 181
Reputational risk has more in common with burglary risk, when your organic risk man-
agement countermeasures prevent the hiring of a magpie CEO, he enters another company
as a hallowed saviour. Reputational risk analysis, coupled with “Kalashnikov” organic risk
management, can put the company shoe on the other foot.
Reputation analysis can successfully be carried out by good old-fashioned interviewing
techniques. Too few people at the top of the corporate pyramid are either adept or trained for
this task. Our experience with the FBI, KGB, police and security firms shows that there is
an untapped resource waiting to be utilised by the hiring and remuneration committees. One
tough and structured interview can solve future large-scale company executive problems.
One powerful forensic-type procedure available to those responsible for detecting fraudulent
activity is interviewing. Effective interviewing is a function of both a well-prepared interviewer
and a well-structured interview. Successful interviewers typically have extensive interviewing
experience and are proficient in identifying the verbal and nonverbal cues of deception.
4
Thus, a top executive level calculus of risk will be made: cover up or not to cover up. If the
deceit fails, the total risk impact will double, added by the embarrassment of the subsequent
cover-up breaking. If not, then the CEO may just get away with a handsome pay-off and a
pension.
The traditional corporate excesses came about because CEOs and top executives had to keep
their reputations and their jobs. We saw in the beginning of this book that the top business
security driver was to prevent “damage to image”. Doing so would give them enough time
and prestige to get as much pay and benefits from the company before the inevitable departure
in a few years. Their reputation risk management was to go after big mergers and acquistons
(M&A).
The bigger you are, the better you are. Actually, the bigger the company, the larger the
salary bonus for the CEO who now takes a percentage cut of a much expanded revenue base
under an M&A mania. Corporate public relations have been going into overdrive in recent
years, expressing clich´es including a combination of the two phrases: “synergistic benefits” or
“win-win”.
Corporate prestige is an age-old selling line that is based on the traditional elitism. Hence:
“snob value = quality”. “The bigger company = a better reputation”. You cannot question a
company with good credentials and a top reputation. Like Enron.
CASE STUDY: ENRON
5
The complex fraud at Enron showed massive deception of asset values, coupled with exec-
utive greed. All without paying any tax to the government despite earning billions of dollars
in stated profits. Enron deliberately used fake transactions and SPVs that were partly owned
or controlled by the officers themselves for deception and self-enrichment. These used the
Midas touch to change profits into losses, and taxes into tax shelters.
The top 200 executives of the company received $1.4 billion (£864 million) in salary,
bonuses, and share options in 2000, before the largest corporate bankruptcy in the USA.
The clearest evidence of dubious practices in the report concerns the way the top executives
were rewarded, even as the company was hurtling towards disaster.
4
“Interviewing as a forensic-type procedure”, T. Buckhoff and J. Hansen, Journal of Forensic Accounting, vol.3, 2002.
5
“Enron’s trail of deception”, BBC News, 13 February 2003.