Tuuli Kousa, Head of Communications at OP: “A reputation can be ruined in an instant if actions and words don’t match”
“Today, reputation is the backbone of a company’s success. A strong reputation increases appeal, the willingness to buy, and word-of-mouth recommendations,” summarizesTuuli Kousa, Head of Communications and Public Affairs at OP.
Kousa goes on to say that there is a strong correlation between anseende stakeholder support. A strong reputation and strong stakeholder support go hand in hand.
For this reason, Kousa considers it essential for a company to assess the expectations and views of its stakeholders.
“It is important to understand your company’s role in the surrounding 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, Director of Communications and Public Affairs, OP
A communications professional and lawyer. She has served as Chair of the Helsinki City Council and as 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 anseende 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 protect 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 start communicating on behalf of the company.”
In a crisis, the foundation on which a company’s reputation is built is also put to the test. Kousa sums it up by saying that anseende be destroyed in an instant if there is a disconnect between its actions and its words.
anseende is very much a combination of communication and action. It is absolutely essential that a company operates in accordance with its values, so that its actions and words truly align.”
Kousa points out that the trust of stakeholders must be earned anew every day. This reputation-building work requires a committed staff.
“In the financial sector, trust is the most valuable asset. It’s easy for that trust to erode if employees aren’t committed to shared values and principles,” Kousa says.
“At its best, reputation management is an active and ongoing dialogue aimed at understanding and responding to 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
