Having shown that there is no one accepted owner of reputation risk within an organisation, it must follow that there is no ideal way for the risk to be integrated within a risk control framework. In short as a behavioural risk, reputation protection must be part of the culture of an organisation practised by all employees. Once a role is created with a title of manager or director, there is a tendency for everyone else in the organisation to assume that they therefore have little or no responsibility in that area.