Former CIM chairman Roger Haywood maintains that an organisation’s reputation has an enormous impact on how it is perceived by a variety of key stakeholders (customers, staff, investors and the general public), and that their views unquestionably affect performance and thereby the bottom line. Most would heartily concur with this view, but few have actually done anything to protect or indeed enhance their company’s reputation.
“Companies have both reputations and public relations whether that are aware of it or not. The real question they should ask it: Do we want to plan, control and manage our reputation… or rely on chance and the unco-ordinated activities undertaken by whoever wants to get involved?” he asks.
Put like that, only a fool would fail to attempt the former. Yet, many companies stumble blindly from one PR disaster to another. The Public Relation Standards Council estimates that over 70% of major PR problems are either created by the company or could have been anticipated and avoided. These self-inflicted injuries can cause enormous damage to a company’s reputation and indeed fortunes. Think Hoover’s free flight fiasco.
Haywood argues that reputations can be managed, and by doing so, greater profits generated. Key to this is a shift away from tactical PR towards a more strategic approach. Many PR problems are caused by a company’s thoughtless, or sometimes deliberate, actions. If PR professionals are involved in the initial strategic discussions, many of these problems can be avoided in the first place.
Haywood offers sound, well-considered, practical advice on how to identify risk issues, establish reputation policies, and most importantly, how to implement them.
As Haywood says, “A good reputation does not happen by accident; it requires bold, visionary managers with commitment and integrity.”
For such managers, Haywood’s book provides a treasure trove of tips to defend and develop your company’s reputation, build trust in your brands, and improve your bottom line.