The business case for reputation
What people are thinking
BUSINESSES today need to think about how they are perceived not just by their customers, but by a whole range of stakeholders.
Daniel O’Mahoney, of Bradley O’Mahoney public relations, which specialises in reputation management and branding, said that keeping a low-profile was not an option for a business with big ambitions.
"Organisations in the public and private sectors need to continually monitor and evaluate their reputations amongst key stakeholder groups," he said.
"In the past, customers were regarded as the only priority, but that is no longer the case. Employees, suppliers, the media, investors, the community in which an organisation is based, are all ingredients within the stakeholder environment. Organisations that are looking to grow and develop must understand how they are perceived by all of these groups."
He said "stakeholder mapping" – keeping abreast of what people think of your business – was essential to protecting and enhancing your reputation.
"There is no doubt that companies with great reputations attract great staff and retain those that they already have," he said. "Likewise, those with poor reputations suffer poor internal morale and will see a negative impact on sales – especially in consumer markets.
"In the past, it was possible for organisations to protect themselves from the outside world by simply keeping a low profile. That is no longer the case. The internet, social media channels, pressure groups and consumers that are more critical and discerning than they were even just 10 short years ago, means that organisations are discussed and talked about all of the time by interested stakeholders. Some of this will be positive, some negative.
"There are many who are already doing great things to enhance their reputations purely by the passion that they have for the products and services they provide and the relationships they build with those they interact with.
"Through this initiative with The Journal we urge businesses and organisations to stop, listen and monitor what people are saying about them and then put in place strategies to manage their reputations."
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