The importance of Reputation Management takes centre stage when companies are faced with unforeseen crises. The affected companies enter a state of pandemonium, panic and sleepless nights. In most cases the impact of the crisis or the crisis itself could have been avoided if the principles of Reputation Management had been embedded in the fabric of the organisation as a non-negotiable.
Consumers are more likely to support companies and brands that have adopted ethical business practices, are sensitive to the environment, and demonstrate an uncompromising commitment to sustainability of our planet.
The International Reputation Institute applies a measurement methodology based on seven drivers. These enable companies to develop a holistic view of the variables that can have an impact on their reputation – positive or negative. Measurement of the company’s interventions is also possible and quantifiable. The drivers which forms part of the Reputation Institute’s Methodology are as follows:
- Leadership
- Citizenship
- Innovation
- Performance
- Products/Services
- Workplace
- Governance
Leadership as one of the reputation drivers is paramount in creating a conducive working environment and culture. Each Employee at all touch-points of your business must be sensitised and exposed to reputation management as a long-term investment. Their unfavourable actions, including bad service, inappropriate public behaviour or lack of performance, can have a direct impact on the reputation of your company as experienced by your stakeholders.
The sooner employees understand the pros and cons of their actions on the reputation of your company, the faster your response turn-around times will be. You will also minimise the “blame game” of shifting responsibility to a designated department to clean up after the crisis situation or incident which impacted on your reputation.
Brand liquidity and relevance are necessary ingredients to ensure your brand appeals to all sectors of society including your identified stakeholders. Are you in touch with the latest trends, the rise of social marketing initiatives and consumer activism? Again, these movements and trends in the market are not only the responsibility of a particular department as caretaker. They require ownership, understanding and support from all your employees, so that they can recommend, suggest and propose solutions which are in direct response to the changes in the market.
Should you company decide to continue focusing on reputation management only when there is a crisis, this narrow-minded world view will ultimately become visible on your bottom line. Your shareholders will look for alternate dynamic, value-for-money and relevant investment opportunities where leadership displays understanding of market trends and the importance of reputation management.
Create an environment of ownership, sense of belonging, innovation and sharing of ideas, and harness and encourage the power of diverse viewpoints in dealing with challenges. Reward people for actions which are related to enhancing the reputation of your company.
