Reputation Management Starts Now: Build Trust Before It’s Tested

Many leaders only prioritize reputation when a crisis hits, which makes it tough for brand leaders to gain support during more stable periods. And we all know you can’t PR your way out of a bad reputation, which is why buy-in for proactive efforts is so important. So when other leaders position a good reputation as a “nice to have,” explain the connection between negative perceptions and slow business — fewer customers will want to buy from you if they don’t trust you or your products. Other leaders may think that reputation management is solely the brand leader’s job. Explain that, in actuality, a strong reputation requires organizationwide effort.

A poor reputation can quickly undermine your business success if left unaddressed. Yet choosing the right reputation management initiatives can be challenging, especially when the definition of a “good” reputation evolves. The best way to combat this is to zero in on what matters most to your target stakeholders. Do they highly prioritize sustainability efforts? Are they concerned with community involvement? Work with cross-functional stakeholders to balance these priorities with drivers your company excels at. This will ensure your reputation efforts directly support your business strategy. 

A positive reputation requires ongoing organizationwide effort. It’s important to keep brand perception and reputation top of mind. Some companies send out regular reports on reputation risks and opportunities to keep leadership informed. But all employees should be doing what they can to protect their company’s reputation. With hybrid work environments, there might be less transparency when it comes to what puts the organization at risk, so it’s up to leaders to correct that. Empower employees to speak up if they see something that could harm the company’s reputation. When difficult decisions arise, help teams understand the balances and trade-offs between business impact and company values. 

Effective external communications are about more than raising awareness –– they’re about shaping how audiences perceive your company. Identify the underlying beliefs your audience has about your organization, then craft messages that address and, if necessary, reshape those perceptions. Highlight your company’s social impact campaigns — each commitment your company makes should have a sense of personal involvement. Lastly, when it comes to messaging, ensure your PR leaders are trained to create compelling brand narratives that cut through information overload and resonate with your audience.