#ReputationManagement

REPUTATION MANAGEMENT

By Mulligan G. Pearce

Red Carpet Consulting

#ReputationManagement is not a department but a culture and essence of a brand.  Some companies attempt to manage their reputation during a crisis.  Unfortunately, at this time the responsibility is outsourced and not owned internally by the Executive Team.  So how do you ensure your reputation is maintained, enhanced and your key differentiator?

By sensitising your employees about the importance and responsibility of reputation management, which contributes towards greater ownership and a sense of belonging.  Reward behavior and actions, which aid towards enhancing the reputation of your company/brand. Apply consequence policies should there be any detractors from your reputation objectives.  It should become integral to the way you conduct your everyday business.  The reputation of your company is yours alone.  Healthy and positive reputation is your license to operate and your brand of choice amongst the many available.

Honesty has no substitute.  Be open, transparent and forthright during times of a crisis. Do not deviate from your original statement and keep your #stakeholders informed about the developments on the matter.  Somehow the truth always find a way to reveal itself.  Your stakeholders will respect you if you are honest and truthful from the outset.

#PublicRelations (PR) should not be confused with #reputationmangement.  We have come along way, where historically, PR was treated and perceived as a nice to have and not taken seriously.  This function has become strategic over the years and occupied a higher status on executive agendas.  In recent times, a great number of companies have moved towards an inclusive model in the form of #StakeholderManagement.  This discipline is far more integrated and includes a wider audience grouping, with overall and individual objectives for each of them.

There are a number of reputation research studies available to determine the health of your brand.  Consider taking part in these exercises to provide your business with an objective view of how your stakeholders perceive and experience your brand.  It provides invaluable input for your #reputationmanagement strategy.  Which ultimately, is incorporated into your overall business strategy, ideally.

Over the years, we have witnessed some bad reputational blunders by some well-known brands and most recently a car manufacturer in #RSA.  All your other efforts become obsolete if you do not deal with your challenge systemically. Own the process and the responsibility with clear policies and guidelines.  It is possible to achieve a positive outcome when all it seems ominous and feeble.

How do you then maintain a positive and inspired reputation? Tell your story/narrative consistently with humility and authenticity.  There are companies who launch massive advertising campaigns during crisis times, to demonstrate their patriotism in the form of the number of jobs and opportunities they created.  It is money down a deep dark hole with little impact; respect for your brand is declining every time your advertisement appears.  Never underestimate the intelligence of your stakeholders they can see a corporate spin a mile away with undesirable outcomes. 

Everything you do or undertake, must have a reputation objective/element included in your interventions. Because your target audience is everywhere and they share their unpleasantness with their network when it occurs.  As seen in the world of social media, where everyone has become a journalist and they express their unhappiness without reservation.  It is no longer restricted to your country, but global, for the world to see.

You can build a strong reputation painstakingly over many years, but one unfortunate incident can undo all that hard work instantly.  Be kind to your reputation and create ambassadors to help tell your story.  It’s a planned and strategic journey, aligned to all your business objectives, executed consistently with clarity and with little to no assumptions.