A positive reputation is critical to increased trust and client and customer satisfaction, whilst a negative reputation can lead to decreased confidence, customer loss, and affect financial viability.
It is essential for organisations to maintain and protect their reputation, as it can take a long time to build a good reputation, but it can be lost quickly in the event of a crisis or significant adverse event.
Paying attention to reputation is essential because an organisation’s reputation can significantly impact its success. In business, reputational damage can affect customer loyalty and share price. In public sector organisations and not-for-profits, community confidence, government funding or philanthropic support can be adversely affected.
Robust integrated media and social media plans are essential, highlighting the achievements and innovations of an organisation. Sharing positive stories regularly, consistent with your brand, can help build understanding and support during challenging times. These can also form part of your organisation’s social responsibility commitments.
In this age of social media and minute-by-minute news cycles, it’s crucial to have plans that minimise the effect of bad news on your organisation and your employees.
If a media report is likely to damage the organisation’s reputation or viability severely, actions must be implemented rapidly to minimise the damage.
Sometimes in a rush to develop a media response and inform the Board Chair and Board, communication with staff is neglected. Employees are often your biggest defenders if they are told with timely information.
Reputation management is closely linked to both the organisation’s overall internal and external communication plans. An effective communication strategy can help to build and maintain a positive reputation, while poorly executed communications can harm the organisation’s reputation.
Whilst many organisations build their capacity and capabilities internally to deal with reputation, others see the value in engaging an independent communications specialist to advise on strategies.
Andrew Williamson
28 July 2023