Reputation management refers to the strategy and techniques used to manage and influence a person, organisation, or brand’s perception in the public eye.
In this era of advanced technology, it is not uncommon for individuals and companies to face negative publicity or feedback that can damage one’s reputation. As a result, effective reputation management has become an essential tool to enhance the image and credibility of individuals and organisations and protect them from harmful consequences.
According to Warren Buffett, it takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you will do things differently.
PR and Communications assistant at ID Africa, Chinyere Oji said that “the quote above succinctly captures the profound significance of brand reputation in both establishing and operating a successful business.
“In today’s fast-paced business landscape, reputation management has emerged as a critical factor influencing public perception and shaping the success or failure of companies.”
She noted that “with the rapid evolution of digital technology, businesses find themselves in an era where their impact and activities can be instantly felt and shared with the world at the mere click of a button. As such, cultivating a positive perception among customers has become paramount.
“Studies show that business leaders attribute an average of 63 per cent of their company’s market value to its overall reputation, with 58 per cent recognising the importance of online reputation management. Furthermore, research by Harvard Business School suggested that a mere one-star increase in a company’s online rating can yield a remarkable five to nine per cent increase in revenue. It is evident that businesses must proactively undertake measures to ensure their brand is accurately represented.”
Oji pointed out that in today’s digital age, where information travels at lightning speed, reputation management is no longer a luxury but a critical necessity, saying that “reputation management holds significant sway in customers’ interactions with a brand, customer experiences, and word-of-mouth recommendations, all of which profoundly influence public perception.
“A well-earned positive reputation fostered through exceptional customer service, unwavering product quality, and ethical practices, yields customer loyalty, a pivotal asset in attracting new clients and ensuring sustained long-term success.
“A good brand reputation also elevates a business’ standing within the local community, fostering a community of trust and credibility. In times of crisis, effective reputation management plays a significant role in mitigating damage, restoring trust, and preserving a business’ reputation, ensuring its resilience and long-term viability in the marketplace.”
She added that “undoubtedly, a positive reputation not only fosters trust and credibility but also helps businesses attract new clients and enhance brand loyalty. Conversely, a negative reputation can cause severe harm, damaging a business’s image, which may result in loss of customers, revenue and market share.
“To shape public perception and influence consumer behaviour, businesses must implement effective reputation management strategies. In this regard, public relations (PR) emerge as the foremost approach, given its ability to mould and guide public sentiments.”
According to the 2021 Global Communication Report 87 per cent of PR professionals believe that reputation management is a fundamental purpose of public relations. They recognise its critical role in shaping and maintaining a brand’s reputation.
She emphasised that “businesses can leverage PR to cultivate brand trust, manage crises, minimise reputational damage, and build positive relationships with key stakeholders. Proactive stakeholder engagement, online reputation management, thought leadership, and crisis communication are integral components of a comprehensive reputation management strategy. By adopting these practices, companies will actively position their public image to align with strategic goals and resonate positively with target audiences.”
Shaping Business Reputation
Businesses can build a strong brand image based on the following details:
Visual cues. Company name, logo, and all of the imagery related to your visual identity reinforce a consistent brand name.
Mission, vision, value proposition, or philosophy. The guiding light of a company’s internal culture, these elements have a ripple effect when it comes to corporate reputation.
Behavior of members within the organisation. What people are saying or writing is key. Articles, word of mouth, news, social media, and online reviews.
The success and positioning of the business.
Corporate communications. People can only form opinions on what they know, so make sure you share all the positive things your company is doing.
