What is Reputation?

Many companies struggle with the concept of reputation. They are drawn first of all to internal manifestations of reputation and in practice expend their energy on internal perceptions of reputation at the expense of external and holistic viewpoints.

Reputation is a social and external convention.

In other words reputation is what others think of you and not what you think about yourself. Most companies have a tendency to see their reputation as what they say about themselves. Reputation is based upon:

  1. external perceptions of you
  2. external conceptions of you
  3. the behaviours that give rise to those perceptions
  4. how people are reporting their perceptions and conceptions.

Traditional treatments or corporate reputations recognised that reputation management related to an organisation's social context but then suggested that alignment of communication with business objectives was the driver for effective reputation management.

Organisations rarely have a single reputation, but rather enjoy different reputations with different stakeholder clusters. Your reputation among employees is different to that of your customers or suppliers. Managing reputation amongst many of those stakeholder groups can be relatively well scoped, the management of reputation to the wider community of customers or prospective customer is growing in importance as they becoming increasingly drivers of opinion and within the business of strategy.

Reputations are now formed and sustained as much in Twitter or Facebook as they are in press releases or the public affairs department.


Posted in Reputation Management Essentials

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