I love quick surveys to improve my understanding of how people think and have this conversation with people in my local face to face networking groups.
When I ask if their company reputation is important the answer is invariably - Yes
When I ask if have they checked their reputation, the answer is almost always - No.
Ask anyone who sells on eBay or Amazon and in the restaurant and hotel industries where they are rated based on reviews and the answers are always yes to the importance of reputation and they are constantly checking their reputation.
The evidence indicates the importance of reputation is not disputed, so it would be interesting to know from this Professional group, have you checked your reputation and if not, why not?