Reputation management

Today’s society is organised into complex networks. In that landscape opinions are formed rapidly with extreme views, both positively or negatively. Societal demands on organisations change as well. The provision of employment and a proper tax return are no longer sufficient. Relevance for society has become the key concept.
Successful, modern companies have made a timely step change. They no longer rank shareholder value in every situation as top priority, but also focus on the overall rationale of existence. Who are we? What do we stand for? And how do we want to be seen? What do we offer? Clear answers combined with clear communication offer employees and stakeholders sufficient trust levels.

Hence reputation management is at the root of commercial value.

Communication starts from the organisation’s identity. It is crucial that performance, behaviour and communication are consistent and coherent. If that is not the case, trust will never be gained as stakeholder groups in society will see through ‘hot air’ venting of empty words. Based on performance, behaviour and communication stakeholder groups will start to make up their mind, hence opinion forming will start. This illustration makes it clear that results can be measured and compared with the original starting position. In case there is a serious gap between intention and overall image, this should be taken as a strong warming that something is wrong and needs adjustment.