The world of reputation management is changing in ways that can be both liberating and a bit overwhelming for corporate communicators.  Some clients have come to us eager to embrace a more aggressive approach to reputation management because their corporate history and culture are primed for it.  For other clients, we have worked more slowly and methodically to make sure we consider all the variables and complexities unique to their corporate environment.  Whatever the case may be, we come to the table ready and willing to work alongside our clients to build something great and to share our knowledge of what the new rules of reputation management look like.  Here are just a few that we think are particularly important to successful reputation management today:

Old Rule:  Corporate brands are less important than consumer brands.
New Rule:  Enlightened companies understand that corporate brands are actually more important. 

The corporate brand is, in many ways, more important than their consumer.  By focusing on bolstering the corporate brand, companies expand their license to operate in the communities they serve and attract better talent. 

Old Rule:  Corporate reputation is defined by external stakeholders.
New Rule:  The most important element of corporate reputation comes from within the company. 

It’s the internal stakeholders who need to live and breathe the company’s values – and to make decisions on a daily basis using those values as the guide.

Old Rule:  Crisis management should focus on mainstream media.
New Rule:  If you’re focusing on mainstream media, you’ve missed the boat. 

Today, a company facing a crisis needs to know what chatter is occurring online, and have a strategy for dealing with it. 

Old Rule:  Social networking is for consumers.
New Rule:  Smart companies are using social networking sites to reach influencers and professionals. 

Sites like LinkedIn have gained popularity for professionals looking to network, and other social networking sites targeting CIOs, CEOs, and other professionals are starting to gain momentum. Companies looking to build their corporate reputation with these influencer groups would do well to get savvy about how to leverage these sites to create relationships.

Old Rule:  Old Rule: Nobody really cares about sustainability..
New Rule:  You better believe this isn’t true any longer. 

The world is flat or at least undulating with a few spikes here and there. Today companies do businesses directly or indirectly in every corner of the world.

Decisions made in Jakarta impact corporate market value in London, Toronto or New York. Environmentalism has gone mainstream and online media has enabled millions of individual soapboxes.

Contact:
Marion MacKenzie
416.486.5909
mmackenzie@gcigroup.com

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