Reputation management
Some organizations still do not realize that reputation is a fundamental part of a company’s value and is becoming a key measure in evaluating their performance. Already in 2004, the Fleishman-Hillard survey for the World Economic Forum had shown that only the quality of products and services is perceived to be more important than a company’s good name in measuring a company’s success. According to the respondents, reputation contributes up to 40% of a company’s market value!
Only in recent years has this aspect of how companies are perceived developed more fully. Previously, only such performance indicators as turnover, operating profit and market share were important. While, yes, these are vitally important, also included among key indicators must be company reputation, brand awareness, and the capacity to be a good and responsible employer. These often are among the decisive factors in closing business deals and recruiting the best employees. To be an attractive employer in the market’s eyes is an important aspect in a highly competitive environment. Companies are beginning to realize that their people constitute their greatest added value and the basic prerequisite for success.
Corporate reputation is founded upon long-term relationship-building with all key audiences, including both commercial and non-profit entities. Those relationships must be rooted in trust and made sustainable. Reputation management itself is based on continuously monitoring your brand’s reputation, watching out for warning signs, and thereby also heading off potential communication problems. The next phase is to shape your company’s positive image by, among other things, developing well-targeted communications and supporting the right activities at the proper time. How can I help you there? I will teach you:
- how efficiently to obtain feedback from the market
- what relationship areas to pursue and develop
- tools and tactics for managing your reputation, such as:
- using brand journalism (also known as “content marketing”) on the web
- administering profiles on social networks to offset negative results from search engines
- publishing online press releases, informational brochures, and white papers
- responding proactively to public criticism
- presenting positive responses from customers and third-party references that are given high positioning by the Google search engine
- search engine optimization
