4 Great Tips for Reputation Management
No organization wants to be in a situation where individuals or groups are refusing to engage with them because of its reputation. It is a rare occurrence for the crisis to reach the point of Wells Fargo, but it is common for problems to come up. It is a good idea for leaders to know general approaches and techniques that will help in avoiding such issues. Below are some concepts that will help especially with the current always-on communication internet age.
It is important to be open, even if it will involve exposing uncomfortable information. If the companies take the step of performing inspections on their own and finding problems, they need to clearly present their findings. If the leaders seem to be suppressing issues or covering things up, they might end up having to deal with unflattering news cycles. Prevention is the best form of reputation protection.
Emotion and empathy are very important, and this is according to Marshall Manson the CEO of Ogilvy PR. When the public feels like the leader of the organization is too unconcerned or too remote, they might have a hard time believing the company is going to be responsible in the future. Technology has made things easier, with social media providing a great platform that leaders can use to express feelings – but they need to use it correctly.
Companies need to work with the different departments because it needs to get by-ins from the different areas of the company then pulling towards a single and defined goal. When there is one objective – this is the ideal reputation of the company – it makes things easier, although many organizations overlook this.
Leaders might be reluctant when it comes to creating a target image because they just assume that everyone is in agreement about the ideal public face of their company. This is not a good approach because the company is going to be forced to release scattershot public statements, with the different channels carrying out different messages. When the consumers see the clashing and contrasting communication, they find it hard to trust the business. When seeds of doubt are sown, it becomes very hard to reverse.
There are some common traits you are going to notice in well-liked companies. One is they visibly caring for their customers and clients, they put a lot of focus on delivering quality and putting their ethics on display. You can express these traits using many channels, both modern and traditional, but the most direct option is social media. If you see JetBlue, you will notice how good it represents itself online, burnishing a solid reputation and pleasing customers.
What is JetBlue’s interactions like when impressing its customers? Responding directly to consumers' questions, requests, and complaints is a big part of their communications online. When they do this, they build an approachable appearance that is going to come in handy when the reputation of the company is at risk. Individuals that have dealt with the company in the past are going to find its representatives honest and forthcoming. When a brand has a blank slate online, there are negative perceptions that come with it.
Companies have to put in the extra effort when working on their reputation because there is a culture of suspicion among the public. It is not going to be enough to talk about the intentions and good works of the organization, there need to be actions that back up the words. Reputation is more than just communication. It is important to get the word out, but it is not the end. Effective communication is a reflection of the organization.
The commitment of the company to its principles is part of reputation management, even if it is a late step. Leading to this point, brands should be creating internal cultures to be proud of, and customers are going to appreciate this when they start to know the details. With today’s online world, it is good to assume that the workings of the business are going to become public information, especially when the information is harmful to the organization. Take care of internal processes because it is key when it comes to reputation.