Corporate reputations are the beliefs held by stakeholders — active and retired members, elected officials, the business and civic community, and media — about a company’s past actions and future potential. Stakeholders’ collective sentiments about the company — especially its future potential — will determine its ability to operate in the direction and manner it desires. Otherwise, an organization will be forced to operate in the manner that public sentiment dictates.
While reputation is an intangible asset, its effects are very real.
Reputation management is closely tied to a strong messaging development regimen, but it should be viewed as more than putting lipstick on a pig. Messaging alone is not capable of shaping public sentiment about an organization. There must be a formulated plan that addresses naysayers’ concerns, is visible, and then communicated to all stakeholders.
Our reputation management programs necessarily occur over longer periods of time because of the holistic vision we develop for organizations. Please see the accompanying chart as an example of what our RM program is designed to achieve.