Individuals and companies around the world are becoming more and more aware of the way in which they are perceived by others and how people feel about them. Many people believe that the reputation of an organisation is just as important as the quality of services or products offered by the organisation – and some would argue that the reputation of a company is actually more important than the actual product or service.
These days almost everyone has some or other presence on the internet and more and more people use the internet on a daily basis. Organisations that underestimate the power of social media and their companies’ reputation on the internet may be at risk of permanently damaging the impeccable reputation that took the company years to build up and maintain. It may only take one or two negative comments to create a media frenzy which may permanently damage the brands image and reputation. An organisation must therefore have some sort of public relations, media communication or crisis management plan in place to respond appropriately in these situations.
The internet allows one to have access to numerous resources and because of the global nature of the internet; all companies and individuals need to understand the importance of reputation management. This is achieved through positive communication and the way in which the company’s brand is presented to and perceived by all the stakeholders. Stakeholders include clients, investors, workers, the media and so forth and the relationships of all these stakeholders must constantly be managed and nurtured in order for the company to have a positive corporate image and reputation.
There are numerous strategies and procedures companies can adopt to manage their reputation. In order for a company to build trust with their stakeholders the company needs to be sincere, responsible, dependable and have the ability to communicate effectively with all stakeholders on all levels in good times and bad times.
For this reason companies should consider investing in a team of professionals that specialise in reputation management to oversee that the character and ethics of the company are what they are perceived to be or in the case of a crisis to take proper action. The company will also be equipped with skills in order to build lasting relationships and increase their brand awareness and perception thereof by managing their reputation.