Reputation Management
It used to be that reputation management was a proactive function that communication professionals had time to hone with their organizations. But, while shaping public perception may be in your control; protecting against negative sentiment may not be. The immediacy and anonymity of the internet and social media have increased the risk that communications can damage an organization’s reputation. Thus, reputation management has become both an offensive strategy and a defensive reality.
Balancing the messaging you put out with the communication that comes in, and how that affects your credibility AND your brand requires a strategic approach.
It is best to have a communication “reaction plan” in place for when the time comes when you must quickly act yet thoughtfully use to counter reputational threats. Such a plan must be organized, immediate, adjustable, stakeholder-focused and led by “one-voice.” Importantly, such plans must be reevaluated periodically to adapt to a changing environment.
Meantime, there are ways to control what you can and manage what to expect.
Messaging —The messaging you put out is within your control. Be clear, consistent and congruent across all communication channels. That doesn’t mean each audience sees or hears the exact same message, but because reputation is a fundamental quality that is earned, it is vital that your communication matches and strengthens your brand and meets audience expectations.
Ethics — With technology at our fingertips and society one click away, a more connected public requires that organizations be diligent about the moral underpinnings of ethical behavior and ethical communication. Honesty is paramount in communication and at the core of how you build trust and earn your reputation.
Social Commitment— It’s hard to build a brand today without demonstrating a commitment to your community. Social responsibility – the benefits of your business to society – is a reputational concern that is under your control, should be reflected in your corporate identity and managed as part of the trust you cultivate with your publics.
“Reputation is what people expect us to do next,” says marketing guru Seth Godin. Their expectation of the “quality and character of the next thing” is what determines your reputation for the long term.