Tuuli Kousa, Head of Communications at OP: “A reputation can be destroyed in an instant if actions and words don’t match.”
“Today, reputation is the backbone of a company’s success. A strong reputation boosts appeal, willingness to buy, and word-of-mouth recommendations,” saysTuuli Kousa, Head of Communications and Public Affairs at OP.
Kousa goes on to say that there is a strong correlation between reputation and stakeholder support. A strong reputation and strong stakeholder support go hand in hand.
For this reason, Kousa believes it is essential for a company to assess the expectations and views of its stakeholders.
“It is important to understand your company’s role in society and to consider how its activities are relevant to its stakeholders. It is equally important to work toward ensuring that the company, its values, and its activities are well known.”
Tuuli Kousa, Head of Communications and Public Affairs, OP
Communications professional and lawyer. Served as Chair of the Helsinki City Council and Special Advisor to the Minister of Ownership Steering, and has held expert and management positions at SanomaWSOY, Neste Oil, Gummerus, and Miltton.
Kousa emphasizes that building a reputation is a long-term process.
It’s too late to start building a reputation once a crisis is already underway. On the other hand, a good reputation and strong stakeholder support can shield a company during the turmoil of a potential crisis.
“I’ve seen firsthand that strong trust among stakeholders makes it easier to operate during a crisis. In the best-case scenario, stakeholders will step in to communicate on behalf of the company.”
In a crisis, the foundation upon which a company’s reputation is built is also put to the test. Kousa sums it up by saying that a reputation can be destroyed in an instant if a company’s actions and words are at odds with one another.
“Building a reputation is all about the synergy between communication and action. It is absolutely essential that a company acts in accordance with its values, so that its words and deeds truly align.”
Kousa points out that the trust of stakeholders must be earned anew every day. This reputation-building work requires a dedicated staff.
“In the financial sector, trust is the most valuable asset. It’s easy to start eroding that trust if employees aren’t committed to shared values and principles,” says Kousa.
“At its best, reputation management is an active and ongoing dialogue aimed at understanding and meeting the expectations of both employees and external stakeholders.”
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Text: Anu Räsänen
Video production: Vesa Koivunen, Harri Leinikka, Tuuli Pohjola, and Riku Ruokolahti
