Week 4 Flashcards
What is reputation?
The collective judgement and level of trust stakeholders have towards an organization
What is the difference between brand and reputation?
Brand - what motivates customers to buy your product/service (ex: Apple & innovation, Volkswagen & quality)
Reputation - your companies track record (ex: BP - oil spills, Volkswagen - emissions)
What are the benefits of a good reputation?
- Increased market share
- Stronger sales
- Talent attraction
- Avoids costly litigation
- Minimizes community resistance
- Avoids regulatory intervention
- Greater resiliency when issues arise
What are the 6 components of online reputation?
- Blog posts
- Review sites
- Forum
- Press releases
- Competitor websites
- Social media
Why do some companies rebound from reputation damage while others face irreparable damage?
- How strong your organization’s relationships are with its publics
- How quickly and transparently did your organization respond to the issue?
- Were you able to neutralize negative exposure?
What three aspects are reputation based on?
- Performance
- Behaviour
- Communication
What is reputation value analysis?
The scale and location of shareholder value residing in a company’s reputation asset
What are the four stages of reputational value analysis?
- Data Definition and Capture
- Economic Analysis
- Individual Company Outputs
- Market Behaviour
What is comprehensive reputation management?
A long-term strategy for measuring, auditing and managing an organization’s reputation as an asset
What is the pushmi-pullyu syndrome?
A pattern of behaviour whereby an organization performs or behaves in one way but expects the communications professional to explain it away
