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Building And Managing A Good Reputation


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A quick guide to reputation management

Published in: Business, Economy & Finance
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Building And Managing A Good Reputation

  1. 1. Building and Managing Your Reputation Patrick Gibbons
  2. 2. Reputation: What Is It? <ul><li>Merriam Webster </li></ul><ul><ul><li>Overall quality or character as seen or judged by people in general </li></ul></ul><ul><ul><li>Recognition by others of some characteristic or ability <a reputation of being clever> </li></ul></ul><ul><ul><li>A place in public esteem or regard: good name <trying to protect his reputation> </li></ul></ul><ul><li>Wikipedia </li></ul><ul><ul><li>The opinion (a social evaluation) of the public toward a person, a group, or an organization </li></ul></ul>
  3. 3. About Reputations <ul><li>They are individual and collective </li></ul><ul><li>They are based on fact, perception, associations and key relationships </li></ul><ul><li>They determine your marketplace value </li></ul><ul><li>It takes a lifetime to build and maintain a good one, but only a moment to lose it </li></ul><ul><li>We all have them, whether we know it or not </li></ul>
  4. 4. Personal Reputation <ul><li>“ I always knew I wanted to be somebody, but now realize I should have been more specific.” </li></ul><ul><li>Lily Tomlin </li></ul>
  5. 5. What’s in a Personal Reputation? <ul><li>Goals, values and achievements </li></ul><ul><li>Daily behaviors, relations with others </li></ul><ul><li>Group memberships, friends, associates </li></ul><ul><li>Personal qualities </li></ul><ul><ul><li>Appearance </li></ul></ul><ul><ul><li>Social skill, communication style </li></ul></ul><ul><ul><li>Competence, reliability and trustworthiness </li></ul></ul><ul><ul><li>Social responsibility </li></ul></ul><ul><ul><li>Reaction to stress or adversity </li></ul></ul><ul><li>Online persona </li></ul><ul><ul><li>Email address, ISP choices </li></ul></ul><ul><ul><li>Group membership </li></ul></ul><ul><ul><li>Online activity, comments </li></ul></ul>
  6. 6. What’s in an Organization’s Reputation? <ul><li>Mission and values </li></ul><ul><li>Quality of products and services </li></ul><ul><li>Leadership and management </li></ul><ul><li>Social responsibility </li></ul><ul><li>Customer/client relationships </li></ul><ul><li>Financial strength </li></ul><ul><li>Workplace culture/environment </li></ul><ul><li>Media coverage </li></ul><ul><li>Response to emergencies </li></ul>“ A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos, Amazon founder
  7. 7. What About Brand and Branding? <ul><li>Merriam Webster on “brand” </li></ul><ul><ul><li>A mark that designates ownership </li></ul></ul><ul><ul><li>A class of goods identified by name as the product of a single firm or manufacturer </li></ul></ul><ul><li>Gibbons </li></ul><ul><ul><li>The symbols and messages people most closely identify with your reputation and values </li></ul></ul><ul><ul><li>Creating and sustaining the desired reputation is key to brand equity </li></ul></ul>Similar colors but worlds apart
  8. 8. Developing-Managing a Good Reputation <ul><li>Assess current reputation, all facets </li></ul><ul><ul><li>Develop goals and plan for improvement </li></ul></ul><ul><li>Map the process, develop your plan </li></ul><ul><ul><li>What are the contributing factors? </li></ul></ul><ul><ul><li>What adjustments are needed? </li></ul></ul><ul><ul><li>What investments are required? </li></ul></ul><ul><ul><li>What is the sequence and timing? </li></ul></ul><ul><li>Implement, monitor and adjust your plan – it is a marathon, not a sprint </li></ul><ul><li>You must be prepared to defend your hard-earned reputation 24/7 to a worldwide (online) audience </li></ul>
  9. 9. What is a Good Reputation Worth? <ul><li>Earns you trust and support in good and bad times – makes you a good investment </li></ul><ul><li>Gives people “permission” to associate with you, or buy your goods or services </li></ul><ul><li>Helps you recover more quickly from missteps or accidents </li></ul><ul><li>For all these reasons, your reputation determines your value in the marketplace </li></ul>
  10. 10. Getting Started <ul><li>“ You can’t build a reputation on what you plan to do.” </li></ul><ul><li>Henry Ford </li></ul>
  11. 11. More information or questions : Patrick Gibbons gibbonscp @ nc . rr .com