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Reputation

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.

Article Series

This article is part 2 of a 37 part series. Other articles in this series are shown below:
  1. The Internet Influence
  2. Reputation
  3. The Internet Society
  4. How People Use The Internet
  5. The Opinion Formers
  6. A Stakerholder Society
  7. Its Fast
  8. Technology For The People
  9. A Reputation For Responding
  10. Newsgroups, Chat and Cybercast
  11. The Nature of Newsgroups
  12. Chat Overtaking Newsgroups
  13. Cybercasting
  14. The Internet Communities
  15. Neighbourghood Communities
  16. Company Communities
  17. Community Currency
  18. The Effect Of Virutal Communities On The Bottom Line
  19. Political Communities
  20. Cyber Marketers
  21. Global Branding
  22. Accessibility
  23. Cyberbrand Outreach Accessibility
  24. Information
  25. Interactivity
  26. Brand Performance
  27. Online PR
  28. Sponsorship Marketing
  29. Brand Attacks
  30. Cyber Counterfit Sales
  31. Internal Communications
  32. Cyberstalkers
  33. Protection from Cyberstalkers
  34. Investor Relations
  35. Share Scams
  36. Protecting Investors
  37. The Investor Sites
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