In today’s hyper-connected world, where a single social media post can spark a global conversation, the reputation stakes have never been higher. Companies and brands are under increasing scrutiny, with customers, and even employees, quick to voice their opinions and expectations through social media and other platforms.  

An increasing number of customers and prospective talent are seeking out brands they can trust and companies that are seen as responsible corporate citizens. It’s well documented that companies with a good reputation and effective communications reap benefits such as increased customer loyalty, greater stakeholder trust, an enhanced brand image and the ability to attract top talent. The 2024 Edelman Trust Barometer Special Report found that consumers who fully trust a brand are more likely to purchase that brand (63%), stay loyal to it (55%), and advocate for it (53%). The growing demand for transparency and accountability means that companies can no longer afford to be complacent about their reputation. 

Assess your reputational risk by examining the following: 

• What areas of your company or organisation work well  

• What areas present reputational risk 

• What is your stakeholder’s perception of your company/organisation e.g., customer, employees and government bodies, media  

• What areas do you need to communicate about to enhance your reputation 

This analysis needs to form part of an effective communication strategy. This is a key element of Springboard’s Strategy Hub – we believe planning is key and we will conduct a deep dive of your organisation, including your reputation and communication needs as part of the strategy development.  

Why effective communication is crucial for reputation management  

A well-managed company or brand reputation, with an effective communication strategy, can set it apart from competitors by showcasing its strengths and values. Consistent, effective, and transparent communication enables companies to attract and retain top talent, secure investment, and build a loyal customer base. Conversely, brands and companies with poorly managed reputations, who fail to communicate with purpose and vision, are seeing customers distance themselves and even actively avoid them. 

Building a reputation takes time and requires actions that foster trust and credibility with your stakeholders, ultimately cultivating loyalty and growth. A crucial step in this journey is communicating at the right moments and understanding the world around you to ensure you are striking the right chords. Also, an effective communications strategy will allow you to build reputational equity with your customers and other stakeholders.  

However, no organisation is immune to crises. Whether it’s a data breach or a product recall, customers, your employees, and the public, need to believe you can be trusted to fix the issue. Your crisis communications plan must be transparent, ethical, and consistent and responses need to be swift and effective to minimise damage and maintain public trust. Read our blog on Effective Crisis Communications Is Vital In A Cybersecurity Incident. This plan also must have an internal communications activities embedded into it to ensure your internal stakeholders are informed before or at the same time as your external stakeholders.  

Build campaigns that connect and delight 

Often, organisations focus solely on protecting their reputation rather than enhancing it through awareness and engagement activities. There are now more communication touchpoints and opportunities for customers to engage directly with brands and companies than ever before. This provides companies with smarter and more effective methods to deliver delightful experiences that yield long-term success. 

Brands and companies can enhance their reputation, connect with their customers and delight them simultaneously – these goals are not mutually exclusive. Take customer service as an example – a poor experience can significantly damage a company’s reputation, but a good experience can offer companies the chance to meaningfully connect and delight customers. 

A survey of 25,000 customers across diverse industries such as tourism, insurance, and banking by McKinsey revealed compelling evidence: delight not only cultivates loyalty and repurchase but also fuels revenue growth through cross-selling and up-selling opportunities.  

For this to happen, corporate affairs, communications, and marketing teams need to collaborate with the shared goal of both protecting and enhancing reputation by purposefully engaging with customers. These functions must plan together, understand their shared risks, and work on campaigns that delight and highlight a company’s purpose and vision. 

To find out more about communications and reputation management for your business, contact us today.

Post by Sarah Horgan