Everything that a person or company does not produce or
contributes to its reputation. Reputation is an intangible
Good, but a very important one. In some ways it is even
better than money in the bank, but not so easy
quantified.
A good reputation is its own advertising and quality seal.
It can generate loyalty in customers that cross multiple
Generations and time zones. A good reputation can bring in
more customers in good times anda protective buffer
in bad times.
The author has delineated what he calls the, "18 Immutable
Laws of Corporate Reputation. "This book holistically
deals with the topic of reputation management in three
Parts: Keep a good reputation, too, that a good
Reputation and repairing a damaged reputation.
Law One: Maximize Your Most Powerful Asset
Reputation is an intangible asset, it is surely the
to manage most valuable asset andsignal strength reading. Good
Reputation can attract and keep customers, investors,
and employees. For this reason, a good reputation is like
a reservoir of good will (to society) will contribute to
it weather bear markets, scandals, or natural disasters.
Conversely, a lost or damaged name can scar a company
and provoke calls for boycotts or drive new capital.
Law II: Know Thyself - Measure Your Reputation
Before you manage your reputation, you must first
Measureand keep score. Measuring reputation
made easy by public opinion or standard market
Studies, but because each company has different
Stakeholders (target markets, shareholders, etc.) it is
necessary to adapt to. Less than half of the companies
custom research programs. There are no clear
Methods, it is important to identify
Actors (from local to global) and the relevant
Properties or quantities are measured: the same
Companies can place in the various surveys / studies.
Law Three: Learn to Play for many customers
No company is an island. Everyone has opinion on
everything. You can never please everyone.
The stakeholders are all involved with the
Companies. The group is as diverse as: customers,
Employees, investors, analysts, shareholders,
Government, interest groups, communities,
Pensioners, etc. Who do you think are important and playthem.
It is helpful to the parties concerned within the meaning of an opinion
Hierarchy graphically as a pyramid with the most
influential in the lead and others follow in descending order
Order. However, it is important to note that
Stakeholder influence is a dynamic relationship and
same model or the model is not necessarily to other
Markets / locales.
Law Four: Live Your Values and Ethics
Study of major U.S. companies shows thatstrong
Reputation as a moral and ethical behavior perform better
financially in terms of their income from investments and
Equity and its sales and profit growth. A study
cited that the average value of about
Investment of shareholders comes to 10.6 billion U.S. dollars more
as a company without a clear Code of Ethics and
Support behavior.
Law Five: Be a Model Citizen
At Timberland, is the social responsibility is an integral part
ofthe identity of the company and is an integral part
of its reputation. Apart from simple activities such as monitoring
its contractor overseas, improving energy efficiency
To minimize efficiency in plants and chemical wastes;
encourage them to volunteer for charitable work
Considering it as a paid holiday.
Law Six: Convey a compelling corporate vision
What is the company trying to do? This is the
Question answered by the corporate vision andsenior
Principle of its leaders and personified by the CEO.
To motivate the vision and the leaders of the parties,
Which, in turn a tremendous impact on reputation.
Law Seven: Create Emotional Appeal
Emotional response is difficult to quantify or define but
it is what creates customer loyalty and passionate
Enhances reputation. It is characterized mainly by the sum
the long-term human interactions with society
People, products,Services, and advertising.
Establishing emotional appeal is more than satisfied
Customers. It is also about the customer
identify happiness or satisfaction with the product. In
fast-paced world of electronics is also helped by a
personal note or special treatment.
Law Eight: Recognize your weaknesses
Analyze and evaluate your reputation and if your current business situation
Practices still build that reputation. Only through the first
To detect deviations and problems you can take steps to
to solve. The earlier you come into the pure, the faster you can
to resolve and we "damage control" before it reaches a
Crisis situation.
Law Nine: Stay vigilant
Damage to the reputation can happen suddenly and over time.
Managers must be vigilant and act quickly on any
perhaps because both can be damaged in a similar way
long-term effects. Someone should always watching ...
andThink. In the age of the Internet, including local news
can be known globally in minutes. But not all news is
true news. A sudden or instinctive and thoughtless
Answer (like an inadvertent admission of guilt with
an apology) is doing just as potentially harmful as to
nothing in the hope that a situation will abate.
Law Ten: Make your employees your reputation champions
The employees are the first direct contact between a
Company and its customers. Of courseEmployees
Behavior has a large impact on the company's reputation
both on and off the job, as they leave the service
Customers how they talk about the company
Friends, relatives, etc.
Law Eleven: Control the Internet Before It Controls You
The World Wide Web is an extraordinary tool and can be a
A blessing or a curse jeopardize your reputation. The World Wide Web has
no regulatory body, the truth regardless of the lies.
It is estimated over 730Million people are in a position to
interact with each other - by 2006 it could be over 1
Billion.
Surprisingly, a survey by Hill & Knowlton and Chief
Executive magazine, 16% of companies in the monitoring of
Internet closely, 39% check it at regular intervals, and 43%
Do not worry.
Law Twelve: Speak with one voice
Companies provide important means of building
their brand. As a company grows and diversifies its
Products, there is a tendency todetach from
Corporate brand. The result is a weakening of the
the corporate brand and weakening of their reputation.
A striking example comes from IBM, which in 1993
More than 800 different logos!
Law Thirteen: Beware the dangers of reputational rub-off
There is a saying that goes "Birds of the same feather
Flock together. "If two or more companies
in a partnership or cooperation, reputation
be dueeach other. Sometimes this is
desirable and is intentional. It is important to keep
with the intention of translating the spirit does not necessarily
to the desired effect.
Law Fourteen: Manage Crises with Finesse
Nobody and no company is immune from crises. Crises
can companies for violations, natural
Disasters, bad faith, a private remark taken
taken out of context, etc. The most critical phase
Reputation damage control happens in thefirst few days.
It is the tendency of companies to go quiet. This is a
mistake because critics will quickly use the time to
give their worst-case scenario and put out a negative
spin. The corporation should quickly gather all the
facts then make a public statement. The first statements
must be swift and sure. A mistake at this time will
taint all other succeeding statements. Customers and/or
the public need to be assured the right and responsible
is accepted.
Law Fifteen: Fix It Right the First Time
There are many ways to bring a company to try its
Reputation. Some companies try to put on a new
Image of re-invent itself with a re -
Vision or business restructuring. Other companies
will try reworking an old formula. Others are still
are directed against their successful, the reputation
believes that they are indeed back from making a more
contemporary image. But it isnot enough to address the shortage
change. The leader is the key. The leader has to be dynamic
and the company concentrated along the guide new way
against old habits and instincts.
Law underestimate Sixteen: Never to public cynicism
People have become more cautious of companies. Claims and
Statements are generally skeptical. Debacle
like Enron have worsened the loss of confidence Better
Communication is the key to improving relations. One
CompanyStandard "no comment" response confirmed the
Public the conviction of their guilt. A better relationship
could mean winning concessions for the company
Interests with favorable legislature or more community
support.
Law Seventeen: Remember - Being defensive is offensive
People appreciate openness and contrition. Being
Defensive is more likely to offend them. The public
required to hear an apology and needs to know what is
done to endthe crisis. Often the best way to diffuse
Crisis is a timely and sincere apology.
Law Eighteen: If All Else Fails, Change Your Name
Sometimes the best way to get rid of a bad reputation, is
to build a new one with a new name. But name changes
should not be lightly used. The immense costs aside,
a name change is confusing and leads to loss of brand equity.
You could lose all good, and you are not guaranteed
free from thisbad. At the very least, opens a new name
possible willing von who another message heard.