Reputation: 5 Tips for 2017

By Jirimiko Oranen, CEO, T-Media Relations

We’re living in crazy times. What does this mean for corporate brand reputation in 2017? Here are ourfive tipson what to watch out for:

First,expect the unexpected. With Brexit, Trump, the upcoming French presidential election, repeated acts of terrorism, rampant inequality, and so on, our society is in a state of turmoil. Coupled with the whirlwind of technological revolution that enables the creation of alternate realities within social groups, it is only realistic to brace for a bumpy ride. In today’s social climate, businesses can become targets for any perceived reason.

Second,secure your emotional license to operate. Companies that genuinely contribute to the communities around them are on solid ground. Porter and Kramer’s (2011) concept of creating shared value is more relevant than ever. As a rule of thumb, you might want to ask not what society can do for your company, but what your company can do for society.

Third,make sure you have your story together. Build a platform. Emotionally charged times call for powerful, authentic, and easy-to-understand narratives. After all, your business depends entirely on human behavior. Employees are people. Investors are individuals. Customers are real people. And your entire operational environment consists of people. Listen to them. Tell them stories they can relate to. In a way they understand.

Fourth,omni-channel interaction is all the rage. Know your touchpoints with the audience. Identify the channels that make or break your reputation, and take ownership of them. These are great times for savvy marketers (we’retalking about marketing—as inintegrated communications, marketing, and stakeholder relations). The proliferation of online methodologies makes it possible to pinpoint very specific audiences and tailor your messaging to them.

Fifth,make sure you see the results. Insist that your reputation value chain provide concrete metrics for its performance. If it sounds like empty talk, it is empty talk. We do not tolerate that.

Want to know more? Please feel free to contact me at jiri@reptrust-staging.fi-p.seravo.com, or call +358 40 756 6655.