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Reputation Management
http://www.rankingtoday.com/articles/13/1/Reputation-Management.html
By David Phillips
Published on 07/26/2007
 
The nature of reputation. Reputation, derived from experience and third party commendation, needs to be nurtured in order for trust to develop.

Reputation Management
In its most perfect form, reputation management sustains relationships with publics in a state of equilibrium during both evolution and in crisis. This enhances corporate goodwill (a tradable asset).

The big change is that many-to-many global communication brings with it loss of ‘ownership’ of language, culture and knowledge and that there is a breakdown in intellectual property rights, copyright and much plagiarism. This is already a major problem.

News now travels further and faster and is mixed with history, fantasy and technology. Reputation in crisis is even more vulnerable. At a growing rate, the new media uses reputation as ‘merchandise’, ‘stripped from the foundations which created it, then traded for pieces of silver - and at a discount’.

Increasingly this broth threatens brands and corporate reputation and needs professionalism to immunise (our organisations) or doctor the effects of the brew. Reputation, derived from experience and third party commendation, needs to be nurtured in order for trust to develop. A trusting relationship, which in some instances can be called 'brand equity', is both a tangible asset and a corporate responsibility.