2017, a year of significant change in many parts of the world for sure. What will it hold for organizations in the area of reputation management? A new year always brings new challenges in an ever-evolving reputational threat landscape. But it also inevitably includes imperatives which are seemingly timeless and risks we can anticipate year after year.
With that in mind, here are seven observations, potential watch-outs and recommendations for brands and organizations as we begin the year:
I think we’ve let ourselves get distracted over the past couple of years by the digital bandwagon. We’ve got all of these new communications channels all around us that promise so much. But what has really changed?
Regardless of whether you are broadcasting on Facebook, Sina Weibo or YouTube, we still have our target audiences just as we had with newspapers, TV and radio. We’ve always had “fans” who “like” us and detractors who don’t. Deciding which side of the fence to sit on is still based on values and behavior.
Reputation is undoubtedly one of a corporation’s most valuable assets. Organizations invest millions of dollars and many years of effort to build their brands and develop trust among their stakeholders. But in today’s lightning-fast, hyper-connected world, a crisis can occur in a heartbeat and destroy a hard-earned reputation at Internet speed. With so much at stake, effective crisis communication and issues management require companies to gain a new understanding of who their audiences are and what they expect and share about a brand. In a new podcast I just recorded for an audio series by American Airlines called “The Executive Report,” I discuss how new demands for corporate transparency and new channels opened by social media are transformng the way companies must prepare for and respond to crises. I invite you to listen to this discussion below and let me know your thoughts on this topic. http://newsroom.ketchum.com/multimedia-center/podcasts/changing-crisis-management-landscape
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