What is Reputation Management?
From the public relations perspective, reputation is an executive’s most potent asset. Knowing the elements of reputation will direct you in business crisis management, building media strategies for your business, and strengthening public trust in a person and your company.
“Reputation management” has become a buzzword in PUBLIC RELATIONS circles. The idea that reputations must be controlled also means that kudos are to be contained.
Your goal, like a CEO, should be to build your popularity, not to “manage” or are. In PR, a whole business has grown up trying to convince management they need “reputation management. Very well, Reputation has become overanalyzed along with overintellectualized.
Reputation will be based upon the time-tested business theory of sticking to your carrier’s core values.
Building Your Reputation
Every press release, press interview, speaking engagement, item launch, employees’ forum–even every hand shook–contributes to creating a reputation.
Public relations is a business’s primary reputation-building tool. PUBLIC RELATIONS make sure your company’s name is a known entity, gets your expert opinion and remarks out into the public industry, and puts your face top and center when your business or your company is showcased in the media.
The two most significant elements that impact your reputation as a CEO are the quality of your relationships–with your clients, employees, shareholders, plus the media–and the quality of your sales and marketing communications.
Start with the basics: a CEO must become familiar with the company’s mission. The ability to readily relate your mission statement to every motion or communication- be it the ones you have or your companies- forms the foundation for establishing and maintaining a well-regarded reputation.
Talk the talk of your mission affirmation typically, and then walk that wander. If your company is devoted to the green movement, you may illustrate this by reducing air conditioning, ramping upward recycling efforts, and traveling a hybrid car. If your product is shipped cross-country through non-compliant tractor-trailers, you betray the public’s trust in your business by sending mixed communications.
Consider Warren Buffet, who has been quoted as declaring, “It takes 20 years to develop a reputation and a few minutes to ruin the idea. ” No matter the circumstance, all four or the place, he often says the same thing: “I in the morning a value investor; I seek out long-term value. ” The message never wavers this way; he is prepared to respond to any question at any time. Children can’t ever say Buffet directs mixed messages, has an invisible agenda, or talks an excellent game. What he claims is always the same, communicated plainly and consistently repeatedly.
Achieving this effortlessly and consistently will make sure that there will never be a need to be able to “manage” your reputation. The reason? In a word: Authenticity.
If your corporation doesn’t have a mission report that communicates it has the vision and core principles, then, as a friend of mine states that “It’s time for a three-day retreat. ”
Executive Supply and Visibility
Being acquirable to the media leads to open trust in you and your corporation.
Savvy CEOs do not cover corporate “spokespersons” or perhaps impersonal “statements behind closed doors to the click. ” Savvy CEOs demonstrate their faces in the office and the public. They speak from press conferences, listen to and take questions in the open, ahead of cameras, before the public, generating public trust. Anyone is afraid to take complex issues, and the public respects this stance.
As leaders, we often don’t remember that communication includes speaking and listening. Debate is crucial in PR as it enhances customer and company loyalty and adds durability to your message through the community forum it provides.
Making yours under a one-building PR campaign a priority is probably the most cost-effective effort you could make to support and enhance your industry’s reputation. If you are visible and accessible and encourage interactions easily, your staff, along with your Board of Directors, become your biggest proponent and mouthpiece.
Corporate policies must also be in sync with what an individual says to your employees. If you advocate cancer attention as part of your mission statement, ensure you allow and encourage staff members’ time away from their agents for cancer screenings. Reliable messages–in words and actions–bolster your reputation.
Projecting the ideal Message
How do you tailor the ideal message for the public? Determine what you want to accomplish. Are you expressing good news about productivity from the company? Do you have some high-quality resignations to address? Have you just simply signed new contracts having China? Have you completed clearing up the asbestos found at considered one of your factories?
Remember that in the event communication is not direct addition to consistent, messages get tv down, and just like in an outdated game of “Whisper Lower the Lane, ” precisely what is said initially is never what is heard if it isn’t conveyed directly.
Keep it simple. Bear in mind your company mission statement. Should you live the principles of that quest statement and closely guidebook your company from that philosophy constantly, no one can ever ask that you simply question you can’t answer; no outside force will ever before prompt you into a task that is in opposition to it.
If you find yourself or your company away track, go back to your objective statement. Your mission declaration is the message you give to your communications department, which gets the basis of their PR and Marketing Plan. It’s the same conversation you have with your workers, which becomes how they talk about the company they function in.
The company’s vision and primary values are always at the cutting edge of each level of communication. It is the position you take with your clients, and that position gets your promise to them.
There’s nothing more fulsome and inauthentic than a CHIEF EXECUTIVE OFFICER whose first response to a media crisis is generating excuses. Always remember, when it comes to PUBLICITY and reputation, the first distinct defense is to live up to typically the leadership role with which you might have been entrusted.
Today’s Growing Media Landscape
The most significant change we have seen in today’s media scenery in the last couple of years is the pace and ease at which everything becomes public these days. There’s no downtime between what we should say or do these days, so when and how it goes general public.
Bloggers exposed Southwest Airlines when the company presumably refused to let an obese man with hepatitis D board a flight until he bought two seats-even. However, he’d gained fat because of the disease and traveled to a lifesaving function.
Bloggers also exposed artificial blogs that a prominent PUBLICITY firm had created to enhance the reputation of its client Wal-Mart. The blog was supposed to be published by real-life fans of Wal-Mart.
The video showing Jaleo Bell’s rat-infested New York City place was posted on YouTube within seconds of the story breaking.
All the political candidates possess MySpace pages.
Search engines like google such as Google also allow it to be impossible to hide anything simply because their crawlers are continuously at work, crawling through information stories, blogs, and Youtube. Com postings. Bloggers and internet writers are also diligent regarding linking to other relevant websites.
Crisis Management – eight Tips for Handling a Crisis
Everyone always thinks of popularity when it comes to managing a crisis. A few review a few basics. The rate at which news happens and our immediate access to this increases the chances of a TOP DOG having a media crisis to seduce her or his hands.
Let me share eight tips for handling all these based on simple actions.
Mantra’s mantra for crisis operations is to tell it all, notify it fast, and tell the fact. Otherwise, the crisis and its repercussions will carry on and damage you and your provider’s reputation over and over again.
As mentioned above, data is distributed these days using the speed of light, but some will be based on hearsay. At times it’s virtually like the water cooler exploded onto the Internet, and now men and women gossip in a more open public forum. Your crisis answer must address and correct any kind of rumors and gossip.
No matter what created the company crisis or even whether the accusations are correct or false, you’ve got to obtain front and center AS SOON AS POSSIBLE. Address the issue immediately and support your position with noticeable actions. Ensure your verbal marketing communications and the corresponding actions are aligned with the company’s core beliefs. Remember that mission statement?
If you are front and center, make sure to tell the good news first, accompanied by the bad news.
In PUBLICITY, a distinction between “opinion” and “belief ” is made. very well, Opinions are easy to change; nevertheless, rarely is there a chance to adjust a belief. Approach anxiety situations with that in mind. Change opens public perception while it’s nonetheless at the opinion level.
Select a public forum on your Internet site, or hang a program board where customers or employees can ask questions and submit comments. Starbucks features a section on their Web site wherever they address rumors concerning the company. By offering a general public forum, two positive opinions about your company are made: You are afraid to focus on the fact that rumors are a portion of the business, and you identify that pieces of information are wrong and thereby nip gossip in the bud.
Hidden Daily activities. If you’ve got one, sooner or later, anyone or it will be revealed. Worries from hiding a thing make you do everything inappropriate and set into motion a series of complicated actions to recover from.
Remember the 55/38/7 Rule developed by Albert Mehrabian: 55% of communication will be based upon your physical demeanor, 38% is how you sound, and merely 7% is what you claim.
The overriding principle upon which I guide my business and our consumer campaigns are that all pr efforts fall into reputation “management. ” Every single relationship and communication influence public perception. Strive for quality, authenticity, and consistency. Should you lose your way anywhere over the line, go back to the basics.
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