Alexandra Pasternak-Jackson, CEO of Amcham: “Reputation is one of the most important assets of any organization.”

The first step in managing your reputation is to understand its current state. “Reputation is one of the most important assets of any organization,” says Alexandra Pasternak-Jackson, CEO of Amcham Finland.

Amcham Finland is an international business network whose members are companies operating in various sectors in Finland.

According to Pasternak-Jackson, reputation management is very important for an organization like Amcham:

“To understand and manage your company’s reputation, you first need to quantify it. For example, we at Amcham have always received a lot of recommendations and positive feedback from our members, but we lacked concrete data before we started measuring reputation. It was only once we had the data that we were able to use it as a tool.”

Pasternak-Jackson says that the company’s very first reputation survey provided Amcham with practical guidelines for its reputation management efforts.

Positive feedback from partners was significant. However, even more attention was paid to the assessments provided by other stakeholders.

“We consistently prioritize the quality of our services and put our members first in our decision-making, and it was great to see this reflected in the results. However, particularly interesting feedback came from those who are not our members. The results and data analytics highlighted clear areas for improvement, especially regarding dialogue and administrative transparency. We need to be more proactive and open toward these stakeholders. This is a challenge we are happy to take on!”

According to Pasternak-Jackson, reputation management is an ongoing process that must be integrated into everything a company does—and the results will be evident in every aspect of a company’s operations.

“I admit that I underestimated the importance of reputation before we started managing it. Reputation management has really helped us achieve our goals.”