Reputation is the most fragile asset of all.
Commercial Reputation Value
For companies a brand has a material impact on customer choice, it creates value through its ability to guide customer choice, securing decisions over alternatives and enabling higher prices.
Customer and public trust in a company also dictates recovery of shares after a crisis alongside brand loyalty and advocacy.
The basis of public relations includes using intermediaries to communicate with your audience and influence them. Those intermediaries may be industry spokespersons, analysts, investors, trend setters, customers, employees and digital and print media. All stakeholders influence, advocate, detract and impact reputation and brand credibility.
The traditional view of reputation has always been that it is a by-product of a successful organisation, however 41 per cent of companies that experienced a problem which damaged their brand reputation saw a significant loss of revenue as identified by Deloitte's Reputation Risk survey. Some companies never recover their pre-crisis share value again.
Personal Reputation Value
Whether you are a CEO or talent, your personal brand requires the same approach with regard to how you market yourself and how you react or show reputational resilience. A reputation can take a lifetime to build and only seconds to destroy impacting stakeholder confidence, commercial relationships and opportunities.
For companies a brand has a material impact on customer choice, it creates value through its ability to guide customer choice, securing decisions over alternatives and enabling higher prices.
Customer and public trust in a company also dictates recovery of shares after a crisis alongside brand loyalty and advocacy.
The basis of public relations includes using intermediaries to communicate with your audience and influence them. Those intermediaries may be industry spokespersons, analysts, investors, trend setters, customers, employees and digital and print media. All stakeholders influence, advocate, detract and impact reputation and brand credibility.
The traditional view of reputation has always been that it is a by-product of a successful organisation, however 41 per cent of companies that experienced a problem which damaged their brand reputation saw a significant loss of revenue as identified by Deloitte's Reputation Risk survey. Some companies never recover their pre-crisis share value again.
Personal Reputation Value
Whether you are a CEO or talent, your personal brand requires the same approach with regard to how you market yourself and how you react or show reputational resilience. A reputation can take a lifetime to build and only seconds to destroy impacting stakeholder confidence, commercial relationships and opportunities.