Reputation is a funny thing. In PR, it’s our job to make sure your brand is ‘known’. After all, if you’re not known, no-one’s going to buy your products or employ your services.

When it
comes to brand awareness, it’s all about momentum; keeping the conversation
going. Once you’re known, it’s largely your reputation that will carry
you through. It seems simple enough, just maintain the status quo.

But in this ever-changing world, the tide of public opinion is continuously ebbing and flowing. So what is the link between public relations and reputation management?

Public relations and reputation management

According
to the Chartered Institute of Public Relations (CIPR): “Public Relations is the discipline which looks after reputation,
with the aim of earning understanding and support and influencing opinion and
behaviour. It is the planned and sustained effort to establish and maintain
goodwill and mutual understanding between an organisation and its publics.”

What does
that actually mean? When creating PR strategies for clients, one of the first
things we’ll establish is their aim(s) – what do you want people to know and
think about your brand? The answer won’t just be your name; it’ll likely be
your culture and ethos too. The ways in which you go above and beyond.

Granted, there’s no tangible way to measure reputation so many people may not consider it strictly part of the PR package. But reputation shouldn’t be viewed in isolation. It is part of an ongoing cycle of brand awareness and development.

Brand values are crucial

There’s been
a huge shift among business owners on how they view what their business does.
We’re not just talking about the products or services they make, but their
values – the things that are going to influence how people see them.

People
are more likely to engage with a brand that is known for looking after its
people and its customers. A lot of this will be in a client’s PR strategy;
we’ll talk a lot about how they are tackling numerous issues, from employee
wellbeing to the environment.

Furthermore,
a global study found that 62% of consumers actually want companies to take a
stand on pressing issues. This is important because a company’s stand, or
perceived lack thereof, on an issue can make it or break it. This year in
particular has seen people, celebrities and brands speaking out on a number of
issues, on a global scale, like never before.

In recent months, brands have been called out for past behaviours and/or for remaining quiet in the face of adversity. The majority have responded with considered responses, pledging to review practices and make changes at all levels.

If there’s an opportunity for social change, brands should embrace learning and developing their knowledge. Don’t just jump on a bandwagon because people will see through transparency. Brands have to be committed and dedicated to the changes they promise to make.

In such instances, this is where reputation management becomes a crucial part of PR and vice versa. A PR professional can’t make your company do the right thing, but we can advise you on the best way to respond.

The power of social

If it wasn’t already clear, what 2020 has also highlighted is the power of social media in such matters. Its immediacy and reach mean content can be shared around the world in mere minutes. With such influence comes great power, especially when it comes to reputation. Such is its power that in a recent study, ⅕ of brands surveyed said they checked their social media channels every hour to ensure they’re on top of any developing stories.

Social
media has given people a voice and many are more than happy to air their dirty
laundry (or that of a brand/organisation). It’s not just ‘big’ brands that have
to worry either, people power can come after companies and organisations of all
sizes.

We’ve all
seen how a negative interaction can affect a brand’s reputation leading to
retweets, shares, and even headlines. It’s important to be measured in your
response – knee-jerk reactions are not the way to go. If you’re seen as an
‘angry’ brand when things seemingly aren’t going your way, it’s a tough gig to
recover from.

‘Crisis comms’ is talked about a lot, but planning and managing your responses to potential crises can help maintain your reputation in the long term and that’s when a knowledgeable PR company can help.

Interested in developing and maintaining your brand’s reputation? We’re always available to discuss how to optimize your reputation, so why not get in touch with our friendly team? Call our team on 01905 670881 or email info@conteur.co.uk