1. Do you seek to be regarded more favourably than peer or competitor organisations?
Why is it that some of your peers and competitors seem to do better in gaining attention and recognition? Usually it’s because organisations that are perceived to be leaders earn it - through hard work and commitment. Ask yourself:
Do we understand reputation? How it is different from image? How it is built?
Are we prepared to act like a leader and be active in the public domain?
Are we willing to commit to long term initiatives that engage our stakeholders?
2. Do you want to bring more structure and focus to your corporate communications?
Seldom does a good reputation just happen - or sustain itself. It needs to be built, managed and nurtured through a PR-led planned corporate communications program. Questions to pose include:
Have we analysed and determined how we want to be seen and by whom?
Has management agreed to standard messages that reflect the vision, values and actuality of the organisation?
Is communication to key stakeholders and audiences planned, continuous and committed?
3. Do you have the tools that will enable you to build - and defend - your reputation?
It’s one thing to decide to more actively participate in your industry or in the public arena - it’s another to be able to leverage the opportunities or cope with difficult situations, e.g.
Do you have the capability and resources to gain positive media exposure?
Is senior management equipped to adequately handle media?
Is the organisation capable of reacting to a crisis?
To download this information as a pdf, click here.
*Building Corporate Reputation - Council of Public Relations (US) 1999
"When online Australians use a search engine 85% choose natural search listings rather than sponsored links and the overwhelming majority (88%-92%) believe natural search to be either 'more relevant', 'more trusted' or 'more likely to influence them' than sponsored links."
