How to save your company's reputation

People have reputations and so do companies. In both situations, they mean a lot. The main difference is a person will survive if he or she has a bad reputation, but a company may not. In “Measure What Matters,” Katie Paine explains how your company’s reputation can have large effects on its success. Through my experience as a consumer, I have noticed once a company’s reputation turns negative in my mind, it can be hard to turn it around. Therefore, it is important to pay close attention to your reputation and be prepared when a threat to your reputation arrives.

Paine explains “crises occur when events threaten your reputation.” Some crises are bound to occur, but they can possibly be avoided. First, listen carefully to your audience. Notice how Paine adds “carefully.” What are their complaints? What do they value about your company? If your customers value your products are made in America, odds are it is not best to move your production to China. Also, it is really important to be timely in your response to threats. One minute the threat occurs and an hour later, it has already spread like wildfire. The faster you respond, the more likely the situation is to be resolved and calm down.

Grunig, Grunig and Dozier are also mentioned by Paine. They created these four principles relating to crises:

·       The Relationship Principle: An organization can withstand both issues and crises better if it has established good, long-term relationships with publics who are at risk from decisions and behaviors of the organization

·       The Accountability Principle: An organization should accept responsibility for a crisis even if it was not its fault

·       The Disclosure Principle: At the time of a crisis, an organization must disclose all that it knows about the crisis or problem involved. If it does not know what happened, then it must promise full disclosure once it has additional information.

·       The Symmetrical Principle: At the time of a crisis, an organization must consider the public interest to be at least as important as its own. Public safety, for example, is at least as important as profits. Therefore, the organization has no choice other than to engage in true dialogue with publics and to practice socially responsible behavior when a crisis occurs.

I believe each of these principles hold great knowledge. In the event of a crisis, following these principles could help save your company’s reputation.

Your company’s reputation means a great deal to its success. Occasionally, things can happen which threaten your reputation. Therefore, it is important to be prepared if those situations occur. Remember, a person can survive a bad reputation, but a company may not.