Reputation Management

What value do you put on your organization's reputation? Is it a critical part of your business continuity plan? It certainly should be. In today's world, where almost no information remains "secret" for long, protecting your company's name should be at least as important as protecting its assets, because reputation is one asset that is easy to destroy... and difficult to rebuild. This week's articles provide information on this critical aspect of your organization.

Weber Shandwick shares research results on the evolution of brand and reputation. (Item #1)     Many organizations put the importance of a good reputation to the back of their minds while they attend to more hard-edged, day-to-day urgencies. (Item #2)     Here are several reasons why employees will become even more critical in managing an organization's reputation. (Item #3)    

For many small businesses, the complete lack of proactive reputation management leaves them in the position of a sitting duck. (Item #4)     The essence of reputation building lies, not in posturing and spin doctoring, but in authentic communication internally and externally to stakeholders. (Item #5)     Online reputation management (ORM) services can help you stop, fix and prevent PR disasters, as well as protect and promote your brand. (Item #6)    

As always, I look forward to hearing about your concerns with regard to business continuity. If there are any topics that you'd like to see covered, email me at

Bob Mellinger, President
Attainium Corp

1. The company behind the brand: in reputation we trust

Global public relations firm Weber Shandwick and its research arm, KRC Research, conducted an online survey among both consumers and executives to answer the frequently-raised question from corporate officers about how brand and reputation are evolving in this new see-thru, nowhere to hide world. The research aims to help marketing and communications executives adjust to what we foresee as a tectonic shift in communicating the voice of the "enterprise" to key stakeholders.

2. Why a good corporate reputation is important to your organization

Corporate reputation is a 'soft' concept. It is the overall estimation in which an organization is held by its internal and external stakeholders based on its past actions and probability of its future behavior. The organization may have a slightly different reputation with each stakeholder according to their experiences in dealing with the organization or in what they have heard about it from others.

3. 2016 Trends: Employees Play a Critical Role in Reputation Management

As millennial employees replace baby boomers in the workplace, companies need to develop a new appreciation for the role their corporate reputation plays in attracting top talent. Employers have typically maintained that employees are their biggest asset and employees have been expected to be loyal ambassadors of their corporate brands. This formula is about to be tested by the current demographic changes.

4. 10 Pro Online Reputation Management Tips for Small Businesses

It isn't natural to think of your colleagues, be they in the next cubicle or across the globe, as a threat - and most aren't. Sadly, a good deal of industrial, corporate or economic espionage is made possible or conducted by these colleagues, or as they are referred to today, insiders. Who would think Walt Kelly's famous quote, "We have met the enemy and he is us," would be applicable to deciphering and mitigating the risk to a company's information some 45 years later.

5. Managing Your Company's Most Valuable Asset: Its Reputation

Recent corporate scandals made household names out of such names as Enron, WorldCom, Tyco, Adelphia, Arthur Andersen, and Martha Stewart Living Omnimedia. They point to a fundamental flaw in late 20th century organization models, models that promoted personal success, celebrity, and hubris over true leadership, and which also dramatically failed to serve the interests of employees, investors, customers, and the general public.

6. Choosing a Reputation Management Service

In business, your reputation is everything. Thanks to social media and review sites like Yelp, you can build a great online reputation fast. There's just one problem: The Internet moves fast, and with a few missteps, you can hit rock bottom just as quickly as you rose to that coveted 5-star rating.

Quote of the Week:

"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."

-- Jeff Bezos

Contact Us:

Attainium Corp
15110 Gaffney Circle
Gainesville, VA 20155