Bringing Humanity to Corporate Reputation Management

The role of corporate communications and the importance of reputation management can never be understated.

As a tool for showcasing value, it’s truly unparalleled. While the tactics behind any corporate communications strategy may differ, what we want to achieve is universal. It's about successfully raising the profile of a business and protecting it by amplifying positive narratives and creating trust while mitigating reputational damage.

However, corporate communications has often struggled with the ability to show ROI through data. It’s often the case that leaders find it too intangible a concept to grasp fully. This is particularly true when investment and liquidity are in short supply.

Businesses and business leaders can often struggle to focus fully on the long term. Purely because what’s happening in the shorter term is keeping them awake at night. This comes to the fore when an issue arises that has the potential to negatively impact a company’s reputation. A positive business reputation can take years to build and days to break down.

That’s why having a reputation management strategy is so important. Businesses need to be aware of the threats that are out there… and be prepared enough to deal with them should they arise.

But sometimes, this can all sound rather clinical.

In truth, corporate reputation management and corporate communications are much more human than they may sound... and this is how you can bring that human element into your corporate communications. 

Know Your Purpose 

At the heart of your corporate reputation management strategy should be your purpose.

Why do you do the things that you do? If your immediate answer to that question is to drive profits for shareholders, then there’s something missing from your mission statement.

Purpose goes beyond the bottom line and a positive corporate reputation is more than just pounds and pence. Corporate social responsibility is crucial, as companies are increasingly scrutinized for their environmental awareness and ethical conduct.

Be Clear and On Message

Clarity of thought leads to clarity of communication.

With a clear and present vision, communications around this can be made all the more effective.

Effective reputation management requires clear and consistent messaging, in good times and bad.

When things are going well, you need to consistently beat that drum. Strong corporate reputations can be made stronger through getting your stories and messages out into the world. Make sure to capitalise on your successes. Enhancing your online reputation is crucial for maintaining a positive public perception.

Have Clear Leadership

Clear leadership is a crucial part of corporate reputation strategy.

People like to know there’s a firm hand on the tiller. They also like continuity of leadership and change can cause an upheaval of confidence.

In situations like leadership changes, MBOs or any major transfer of power within a business, clear and effective communication is key. It’s also just as crucial internally as it is externally.

A unified show of strength is a fantastic way to flex a company’s reputation. The opposite can serve to undermine a company’s reputation, eating away at confidence from all sides.

But it’s also a knife edge… words need to match up with deeds. The most pressing example of this in recent times is Boeing.

Faced with crisis after crisis, Boeing underwent a significant leadership change. Commitments to change were made at the highest level. But, as time went on it became apparent that the words did not match up with deeds.

An esteemed organisation, with a once stellar reputation for quality and safety has found itself mired in serious crisis after serious crisis. 

Be Ready For Change 

Things will change… it’s inevitable. The more you rally against change, the harder things get.

If you want to maintain a strong corporate reputation, then you need to be ready to manage the issues as they come.

In some cases, careful planning can help mitigate this. You can use basic SWOT to see what you’re up against. What are the threats to your brand reputation and where might they come from?

In times of crisis, effective corporate reputation management depends on your ability to recognise and react to an issue when it arises.

Don’t bury your head in the sand and don’t allow an issue to steamroll your hard-earned brand reputation.

Planning and preparation is crucial here. Effective planning can significantly enhance your business operations by ensuring you are prepared for any potential issues.

But while it may seem unwarranted or unnecessary when times are good, just remember; it’s always better to have and not need, than to need and not have!

In Summary

Corporate communications, when executed well, support every point of the customer journey.

Real and honest communication builds awareness and stabilises the foundations of a brand’s reputation.

In today’s fast-moving world, where news breaks at lightning speed, reputation management can no longer be an afterthought or a nice to have. Your company’s reputation deserves more than being left to chance or fate.

A strong reputation can take a significant amount of time to build, a negative reputation, however, can form in a fraction of that time.

Focusing on your corporate reputation management strategy is critical.

Real and honest communication builds awareness, educates, and ultimately encourages consideration and conversion. This also fosters customer loyalty, which is essential for retaining existing customers and driving growth. This is a cornerstone of good corporate reputation management.

And it’s through this that great reputations are forged.