Reputation management is the job of creating positive sentiment about a company highlighting their intangible assets such as customer loyalty, employee commitment, intellectual capital, brand equity and public trust as well as tangible assets such as products or quantifiable assets such as market share and stock price.
If not, what – or whom – are they talking about? Your competition? Or worse, do they just not care?
Reputation management is part science, part art. The science is measuring how messages affect human behavior and predicting that behavior. The art is how emotional information stimulates creative responses that are often unpredictable and very powerful. Logical messages give us a reason to agree or disagree. Emotional information gives us motivation to act. Both are needed to shape public opinion and stimulate social momentum – the foundation of authentic changes.
Examples of Reputation Management Tasks
- Improve the tagging and search engine optimization of company websites (including blogs).
- Create and published quality content, such as white papers, surveys and positive customer testimonials.
- Create social media releases to build brand awareness, improve search result, promote positive content and attract writers and journalists to tell your story.
- Guest blogging and getting positive mentions in highly ranked and respected third-party sites
- Proactively responding to public criticism stemming from recent changes.
To be effective for our clients, we first must answer these simple questions clearly and convincingly:
- Why does your organization exist?
- What is your purpose, cause and belief?
- Most importantly – why should anyone care?
We agree with Simon Sinek, the author of “Start With Why: “People don’t buy what you do or what you make; people buy why you do it. The goal isn’t to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
“This is not psychology, it’s biology. Our limbic brain is responsible for all of our feelings, like trust and loyalty. It’s also responsible for all behavior, all decision-making. Yet, it has no capacity for language. Simply words aren’t enough.”
Modern Publicity drills down to the “why” and creates messages that aren’t simply logical arguments. Instead, we stimulate community-thought and conversation. We fertilize the public square with your ideas. Opinions first drift and search. But soon enough, they take shape and eventually coalesce around you and your “why.” There is an entire community looking for you; we help them find you.