In your opinion, how is reputation management linked to reputational risk?

I have done a5-days class entitled "crisis management and reputation protection"  where I took examples of the Icelandic  volcano dust affecting Europe , The Toyota braking system in America, the British Petroleum oil spill in the Gulf of Florida ,,, and looked at how these companies reacted to these crisis and how the worked on protecting their reputation and image. The relation betweem "reputation protection" and "risk management" in general are also covered in this class