Best Practices for Reputation Research
Think Broadly– The communications targets for reputation are no longer just
“suits.” Any motivated consumer with an internet connection can learn more
about your company in a few minutes than most government officials or investors
knew ten years ago.
Build It Before Someone Else Does– You do not control your reputation. If you
are not actively communicating about your activities and managing your
reputation, chances are that someone else is – and they likely do not have your
best interests at heart.
Triangulation Isn’t Just For Politicians– Know what drives your reputation,
what issues your company and your industry face, and what initiatives or
messages you have to effectively address them.
Know Your Stakeholder Audiences–Tailoring your communications
appropriately, and matching them to your organization’s key strengths, helps to
develop credibility and trust. A good message paired with a good reputation will
be accepted more easily.
Put Your Money Where Your Strengths Are– Corporate contributions that are
not guided by strategy and synergy will not effectively influence the attitudes of
key stakeholders, and will ultimately prove to be poor investments.
Reputation Is Key For More than Just Public Affairs and Public Relations
Professionals– Having a strong reputation improves marketing efficiency and
makes it easier for your advertising to break through ingrained skepticism.
Building reputation breaks down skepticism and helps your company move
products and services more efficiently.