How long does it take a corporation to recover after its reputation has been damaged? More than three years according to research from global public relations firm Burson-Marsteller.

According to the research, which Burson-Marsteller says is based on opinions from 685 business figures, including chief executives, senior executives, analysts, business media and government officials in 65 countries, the view is that it takes 3.2 years to recover after your reputation has been trashed.

But what's really interesting, and disturbing, about this study is the recommended methods of crisis management.

The most popular of dealing with the problem was by quickly disclosing the details of a
scandal or corporate misstep. That was endorsed by 69 per cent of respondents.

But committing to high corporate citizenship standards, reviewing ethics policies or getting the CEO t make a public apology didn't rate as highly.

Which makes you wonder how long it would be until it happens all over again.