The web is where reputations are made and broken in the age of social media making proactive management all the most important.
An organisation that maintains its focus on reputation management, even through turbulent times such as the global recession, is more likely to be considered a trusted brand and remain on a consumer’s shopping list.
Creating a culture within your business where everyone proactively plays a part in enhancing reputation is key, according to Steve MacIver, Public Relations Manager with Mazda Australia.
MacIver will be a speaker at the marcus evans Reputation Management Excellence Conference taking place in Melbourne on 11-12 April.
Successfully integrating a reputation management system across all business areas can be done through a few key steps, he points out.
“Firstly, you need to ensure that everyone across the business understands just how important company reputation is. Secondly, you need to help the wider business understand that reputation management isn’t just a function of PR or even marketing or customer service but that everyone has their part to play. If you can successfully create a culture within your business where everyone proactively plays a part in enhancing reputation it becomes a lot easier to then successfully integrate a reputation management system.
Capitalising on media exposure is a valuable way of enhancing an organisation’s reputation, MacIver adds.
“The effect that positive media exposure can have on your organisation’s reputation should not be underestimated. For the consumer, positive independent media exposure in the form of a review or editorial will often carry much more weight than advertising and will also cost less too. Having a good solid working relationship with the media is important in creating opportunities for an organisation to gain media exposure but a good Public Relations team can also play an important role in shaping the content, tone and message of any media coverage.”
MacIver recommends companies to try and spread that media exposure further. “For example, can you get more from a positive media review by sharing it with internal staff as a means of motivation or perhaps by sharing with dealers and retailers so that they could refer customers to it?”
The marcus evans Reputation Management Excellence Conference will take place in Melbourne on 11-12 April.
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