My clients usually contact me about their corporate reputation only once some sort of assault has been made on their brand - which is fine, but also a bit late.
No company or public figure in South Africa is safe from a reputation attack so its worthwhile investing in time and effort earlier rather than later to be able to nip danger is the bud.
One of the people I talk to a lot about measuring and protecting corporate reputation is Regine le Roux, a highly experienced and very energetic young woman who runs a very successful company called Reputation Matters.
Says Regine: “Your corporate reputation consists of the perceptions that your stakeholders have of you, based on their relationship with your organisation. Key stakeholders, including employees, customers or members, are vital to the success of your organisation. The King IV Report on Corporate Governance in South Africa recognises the importance of a stakeholder inclusive approach in good corporate governance: it requires measuring the quality of stakeholder relationships and acting to improve them. Reputation goes beyond branding and it is more than communication."
Have you measured your reputation? Do you know what is building up or breaking it down? I can confidently recommend Reputation Matters which specialises in reputation research. They use their unique, scientific research tool, the Repudometer®, to take your reputation to the next level!
Apart from being a corporate marketing analyst, advisor and media commentator, Chris Moerdyk is a former chairman of Bizcommunity. He was head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of ad agencies, ending up as resident director of Lindsay Smithers-FCB in KwaZulu-Natal. Email Chris on and follow him on Twitter at @chrismoerdyk.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.