February 27, 2013 1 Comment
The concept of Corporate Reputation is a core element in the strategy of directors that have understood how important its impact on their activity and success is. In few years, it has elvoved from a background idea to a tangible reality that impacts each management and communication decision.
For all that, there are only few definitions of Corporate Reputation that allow understanding the global dimension of this concept.
In this new video of our Web TV “Reputation Management Decision Makers”, Thierry Wellhoff shares with us its vision of the most valued and intangible asset of organizations : reputation is the sedimentation of :
- Image, the emotional value associated to perception of the brand
- Opinion, rational dimension based on experiences and facts
Armed with this evidence, how should we support the reputation of our companies?
The answer is in the coherence between all the signals we emit -that determine the perception- and our communication -that determine opinions-. Having in a same media environment the company (through its website, its production of content, social footprint) and the employees, clients, NGOs and other type of stakeholders whose share of voice in the global discussion is proportional to the interest generated by their interventions and publications, can make this balance very difficult to reach.
In practice, analyzing beforehand the missions and values of the organization, as well as its communication fundments represent a first essential diagnostic to set up a digital strategy. The adjustment of this strategy, its execution on blogs, forums and social networks are as many points I encourage you to discover in this video.
See you soon on “Reputation Management Decision Makers“