We believe that that there are five core elements that impact a business’ reputation, each of these elements are divided into two dimensions. If you’re on the receiving end of it, it’s easy for the message to get lost in the emotions elicited by an excessively blunt or hostile approach. She completed her Communication Management Honours degree Cum Laude at the University of Pretoria in 2001, and completed her MCom within a year. The values of these groups differ and change over time. This isn’t about planting urban gardens so you can go and tweet about them five minutes later and measure positive impressions. Share values plunge, product rollouts go poorly, and negative stories may surface and spread. This will push down all the negative links that you’d rather people didn’t see. In an increasingly turbulent economic environment, it is vital to track the changing perceptions of key stakeholders. The primary function of ORM is to lessen the impact of negative online content about a business such as bad reviews, social media callouts, and viral videos that depict the company in a bad light. When misinformation or criticism comes up that you feel you should address, keep in mind that while ignoring the issue will do nothing to help your reputation, an ill-considered response can make things worse. Do research and know the key areas of the company and how they are perceived both internally and externally. 10 Best Customer Data Platforms to Power Cross-Channel Marketing, 5 Strategies for Success with Real Time Marketing, The What, Why, and How of Social Media Data. Engage Respectfully. Regine has mentored several students with their MBA thesis submissions at the Milpark Business School in Johannesburg. Regine le Roux, Managing Director, Reputation Matters is a corporate reputation specialist. Here are 7 key areas to address to keep your company’s name and reputation in good graces. It is noted that corporate reputations develop from three principal sources. Reputation management is first and foremost about building relationships with a business’ key stakeholders, which includes communicating with employees, engaging with clients, reacting to investor concerns, collaborating with government, partnering with the media and everything in between. Regine is the Vice Chairperson for the Western Cape PRISA (Public Relations Institute of Southern Africa) Committee, and is also on the Board of the Rotary Club of Newlands, responsible for Public Image. First, the influence of indirect stakeholders—such as NGOs, community activists, and online networks—has grown enormously. Maintaining a good reputation means getting up to your elbows in SEO and creating content that has the relevance and quality necessary to keep it high in the search rankings. ← Reshaping PR: diversity and a dynamic communications function, Malaysia Airlines’ annus horribilis: crisis management lessons learnt →, Two ears, one mouth: the dawn of a new age of listening, Storm warnings: developing a culture of foresight and responsiveness, Rethinking CSR: Public Relations and the advance of meaning-making through the corporate persona, European Leadership: From de Gaulle to Merkel, https://www.ipra.org/dashboard/my_cms/itle/add/. The number of NGOs accredited by the United Nations, for instance, has grown to more than 4,000, from less than 1,000 in the early 1980s. Information about your device and internet connection, including your IP address, Browsing and search activity while using Verizon Media websites and apps. Don’t forget to do good things just because they’re good! She hand picks and manages several teams that implement communication strategies. Even when your company is engaged in good corporate citizenship in the real world, acting with integrity, and giving back to the community, it’s not going to count for much until people start talking about it on the internet. It is important for organisations to realise that different stakeholders make different assessments and not all stakeholders share the same view of what your business’ reputation is. People can spot the difference between genuine enthusiasm and forced corporate loyalty. It’s an absolutely vital thing to cultivate, but many businesses struggle to come up with a cohesive vision and strategy for managing their corporate reputation. We will not use your email for anything other than sending you occasional product news and updates. Cultivating a conscientious corporate character and establishing trust are both effective ways executives can improve a company’s reputation, but these strategies can only get a business so far. One important thing to note before going any further is the difference between managing a corporate reputation and Online Reputation Management (ORM). To improve corporate reputation there are a few things that a company can do. Regine le Roux, Managing Director, Reputation Matters is a corporate reputation specialist. We are proud of our reputation as a… 4. You want to see a positive, confident outlook toward the company from customers, shareholders, and employees; as well as stakeholders outside the company, such as suppliers, influencers, and industry leaders. Companies have much more leverage and flexibility to define and meet their goals when their key stakeholders are all on the same page. Learn how Oktopost will help your savvy team, plan, prioritize, and grow a solid social media marketing strategy with the most intuitive tools. These proliferating indirect stakeholders have tasked business with a broader set of expectations, such … At some point, the growth of your good reputation will hit a wall if there isn’t any organic positive discussion about your company making its way into the discourse. HuffPost is part of Verizon Media. There’s no magic bullet, but there are concrete steps you can take to lay down the essential foundations of a good corporate reputation. Maintaining a strong corporate reputation isn’t just about building up enough cumulative goodwill to shake off bad publicity or an underwhelming quarterly financial report. Find out more about how we use your information in our Privacy Policy and Cookie Policy. When you’ve done the work to build the reputation you want, you can not only mitigate the impact when your company is going through bad times, but also maximize the opportunities for growth you have, during the good times. Share values plunge, product rollouts go poorly, and negative stories may surface and spread. IPRA - INTERNATIONAL PUBLIC RELATIONS ASSOCIATION | Copyright © 2020 - All rights reserved. Companies with a bad reputation may suffer losses of revenue and stock value for a long time after such events — just ask United Airlines or Wells Fargo. The value of research is therefore immense, but the value of regular research is immeasurable. It is important that these community investment projects are sustainable and make a lasting impact to those that are less fortunate, and not just used as marketing ploys. People are naturally skeptical of messaging that comes from executives, owners, and faceless press releases. Companies have much more leverage and flexibility to define and meet their goals when their key stakeholders are all on the same page. Working on these seven building blocks should give you a workable starting point for shaping the public perception of your enterprise into what you want it to be. Look to the heart of the issue, and if it’s something that your company could do better, then do better. All the carefully-worded statements, transparency, and community outreach efforts you make will have a significantly reduced impact. If one of the first things that come up when somebody Googles your company name is a website made by a disgruntled customer, you’ve got a problem. Don’t come across as defensive, or attack your customers or employees. can be very challenging these days, for a variety of reasons. The first and most important rule of reputation management is that you have to know what people are saying about you. A corporate reputation management strategy needs to be proactive, not just reactive. The companies that can ride out events like these are often able to do so because their past actions established a track record of dependability, responsibility, and ongoing improvement. Balance of all these different elements is important in all spheres of the business. It’s about building credibility and positive regard before you have a viral Twitter mess to clean up. Nevertheless, the message is what matters.

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