The world of reputation management is changing in ways that can be both liberating and a bit overwhelming for corporate communicators. Some clients have come to us eager to embrace a more aggressive approach to reputation management because their corporate history and culture are primed for it. For other clients, we have worked more slowly and methodically to make sure we consider all the variables and complexities unique to their corporate environment. Whatever the case may be, we come to the table ready and willing to work alongside our clients to build something great and to share our knowledge of what the new rules of reputation management look like. Here are just a few that we think are particularly important to successful reputation management today:

Enlightened companies understand that corporate brands are just as important as consumer brands.

The corporate brand is, in many ways, more important than their consumer. By focusing on bolstering the corporate brand, companies expand their license to operate in the communities they serve and attract better talent.

The most important element of corporate reputation comes from within the company; it is not solely defined by external stakeholders

Internal stakeholders are the ones who need to live and breathe the company’s values. They make decisions on a daily basis using those values as the guide. Darden Restaurants, for example, makes daily decisions based on its core values.

Crisis management should focus on mainstream and digital media.
If you’re focusing on mainstream media, you’ve missed the boat.

Today, a company facing a crisis needs to know what chatter is occurring online as well as in the traditional press. A well-defined digital strategy is crucial in today’s day and age. Our work with Dell is an excellent example of how we have helped a company develop innovative digital programming to support and enhance its corporate reputation among employees and stakeholders.

Smart companies are using social networking sites to reach influencers and professionals.

Sites like LinkedIn have gained popularity for professionals looking to network, and other social networking sites targeting CIOs, CEOs, and other professionals are starting to gain momentum. Companies looking to build their corporate reputation with these influencer groups would do well to get savvy about how to leverage these sites to create relationships.

To navigate the changing world of reputation management please contact us:

Jim Martinez
jmartinez@gcigroup.com
312.229.8706

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