Corporate reputation refers to people’s collective opinion regarding a corporation or enterprise. It’s based on such features such as search engine results, news coverage, and the publicized actions of the company.
Corporate sentiment, or business sentiment, is how people feel about a brand. In more technical terms, it’s the level of confidence that shareholders have in a corporation or business—the prevailing mood or attitude about that company’s success (or lack thereof).
What is reputation management? Reputation management is the effort to influence what and how people think of a brand or person.
Your company has fallen from grace. Maybe your CEO was arrested for fraud. Maybe E. coli was found in your food and made your restaurant customers sick. Or maybe you’ve just made some ill-advised business decisions over time, and it’s finally caught up with you.
Today, it’s easier than ever before to spark misinformation, watch it spread, and then witness it take down corporations, crush reputations, and topple political figures.
Exaggeration this is not. A brief glance at the news tells you all you need to know. Fake news is powerful enough to shake technology juggernauts, crush world-famous personalities, and wipe entire businesses off the map.
Here’s the deal. The media thinks your CEO screwed up. According to rumors, she siphoned the company’s quarterly earnings into a private yacht spending spree.
The truth? Your CEO is innocent.
But what does the media care about truth? They’re hanging onto the rumors like a toddler clutching a Snickers bar. The Internet’s news minions are intent on vilifying a corporate leader, weaving tales of oversized yachts funded with ill-gotten gain.
Can you imagine how it felt to be the Chief Marketing Officer at Oxfam last month after their deputy CEO, Penny Lawrence, resigned because of a sex crimes scandal? If the first word that enters your mind is “stressed,” that’d be an understatement. A serious CEO scandal can mean the ruination of the reputation of an entire company, not just those at the top.
It’s been a year of ups and downs in the world of reputation management, with a President who uses Twitter to communicate directly with the country, sexual harassment in Hollywood powerhouses and the fallout that followed, and professional athletes protesting during the National Anthem, this year has been a busy year for PR folks. Here is our list of the top 10 shared articles on the web that focused on reputation management. Have any additional ones to share? Let us know in the comments and we’ll update our list!
When prospects research your company they compare you to your competitors. More specifically, they compare your search results to those of your competition. What they see online can mean the difference between contacting you and not.
Imagine a prospect is making the tough decision between using your company or your competitor. At the last minute they discover something a bit "off" about your company's online profile. Which company will get the sale?
It could be a review, a lack of publicity, a problem with your Wikipedia page, or many other things. How does reputation play into the buyers journey?