Corporate Reputation Management

Currently, the business environment is dynamically news-driven wherein establishing and maintaining a firm corporate reputation is critically imperative to achieve the success of large corporations and market leaders that dominate Wall Street such as Intel who have established strong corporate identities that define what their companies stand for.

Corporate reputation management is the routing of focus and performance of an organization from the viewpoint of an attribute that can be considered as one of its most important aspects: reputation. CEOs and senior management acknowledges the importance of reputation management in terms of making or breaking a company’s bottom line.

The company’s reputation can either attract or dissuade business and investment partners, increase or damage sales, recruit or discourage employees, persuade lawmakers and legislators, and simply touch all audiences. Nowadays, there is an ever increasing focus on the business of corporate reputation management. A firm and solid corporate reputation establishes confidence in the future of the company and can boost the success of the business by pushing profitable sales in busy markets, attracting and retaining capable employees, dissuade competition, appeal to capital investors and business partners and a number of other advantages.

Corporate reputation management is accomplished utilizing a range of highly developed systems and techniques which include reputation scorecards, KPIs or key performance indicators, competitive benchmarks, media content analysis, journalism surveys, research on PR, evaluation of stakeholders, measurement of internal communications, opinion polls, research on crisis and new media measurement.

These tools and techniques can be designed to buttress corporate reputation management, which may involve studies on thought leadership, surveys and analysis on the company reputation, measurements and rating methods in PR and communications, surveys on corporate image and stakeholder researches. Hence, a whole range of techniques are employed to boost and protect the reputation of an organization from negative publicity from all kinds of media, and to maintain the company’s name in the perception of the public.

A comprehensive reputation management for corporations is considered high quality if and when it includes proactive, reactive and continuous measures that guarantee the protection and improvement of your company’s reputation. Keeping up with the dynamic pace of the business means that the company has to constantly promote its reputation by conducting PR campaigns to initiate the introduction of new products to your audience and prospective clients. Also, the company can reach out to its existing customers by responding to their mails, emails or complaints. If problems have already arisen and there is a need for a resolution to control the damage for the company, then reactive reputation management is the best option to create a plan to resolve the issues.

It is important to note that corporate reputation management is only effective when there is continuous implementation of professionally designed measures with the aim of enhancing the company’s current and standing reputation. The key to this is to have a strong and reliable communication plan that should be implemented consistently across the company. Choosing a professional and well established provider to do these measures for your company will be advantageous in ensuring the good reputation of your organization.


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  • sreekumar sukumaran

    Public relation is an integral part of an Organization. May be the reason some of them survive even during the time of crisis. No amount of scandal would affect its long time performance.