This document discusses reputation management. It defines reputation as the beliefs or opinions generally held about someone or something. Reputation management is the practice of understanding and influencing how an individual or business is perceived. Maintaining a good reputation provides benefits like attracting customers and employees. The reputation management process involves building, maintaining, and recovering reputation. Strategies for addressing reputational damage depend on whether the organization has a good or bad existing reputation. Overall, reputation is important for long term business success.

1. REPUTATION MANAGEMENT

2. REPUTATION
☺ The beliefs or opinions that are
generally held about someone or
something.
☺ Activities performed by individual or
organization which attempt to maintain
or create a certain frame of mind
regarding themselves in the public eye.

3. Types of
Reputation:
*. GOOD
REPUTATION.
*. BAD
REPUTATION.

4. Developing a Good Corporate Reputation
 Be obsessed with your
product or service.
 Deserve confidence.
 Be available.
 Admit mistakes.
 Engage people’s interest.
 Have something to say.

5. Benefits of Reputation
 Attracting customers
 Motivating employees
 Generating investment interest
 Increasing job satisfaction
 Garnering positive comments from financial
analysts
 Generating positive news media coverage
 Attracting top employee talent
 Improving financial performance

6. REPUTATION MANAGEMENT
 Reputation management is the practice of
understanding or influencing an individual’s or
business’s reputation.
 It is the practice of monitoring the reputation of an
individual or brand, addressing contents which are
damaging to it, and using customer feedback to get
feedback or early warning signals to reputation
problems.
 Most of the reputation management is focused on
pushing down negative search results.

7. Objectives of Reputation Management
 Maintain a favourable reputation in the workplace and
marketplace.
 Enhance and build the organization's good name and
reputation.
 Establish acceptable
practices, policies, procedures, systems and standards
that will avoid damage to the organization's reputation.
 Prepare and equip the management team to take full
responsibility for managing the company’s reputation.

8. Reputation Management Process
 Building:
Build a good reputation to
maintain it for your business.
 Maintenance:
Keep a company’s good image
superior in the public eye.
 Recovery:
For recover a company’s good
reputation, if the company has
gotten a bad reputation for any
reason.

9. Most Reputed companies in India
• Survey by Nielsen Corporate
Image Monitor
• It represents the views of 1,790
people from different walks of
life, including policy
makers, influence groups, the
financial
community, investors, corporat
e peers and the general
consumer, across the top seven
metros.

10. Most Reputed companies in India
COMPANY
RANK 2012-13
RANK 2011-12
Aditya Birla Group
1
2
Tata Motors
2
1
LIC
3
-
ITC
4
8
Infosys
5
-
Wipro
6
7
RIL
7
4
HUL
8
6
Tata Steel
9
5
SBI
10
-

11. Does a Good Reputation Protect Against
Reputational Damage?
• Benjamin Franklin: “It takes many
good deeds to build a good
reputation, and only one bad one to
lose it.”
• Donaldson: “The old saw that a
reputation takes years to
accumulate, but can be destroyed
overnight, is only half true. If you
have a good reputation, you are
given the benefit of the doubt. If a
company has a bad reputation, it
gets the detriment of the doubt.”

12. A Good reputation might help in 3
ways when bad things happen:
1. The reputational
capital hypothesis.
2. The shield
hypothesis.
3. The benefit-of-thedoubt hypothesis.

13. Stressing good reputation in bad times
 Nonexistence Strategies
(“There is no crisis.”)
 Distance Strategies (“It’s not our fault.”)
 Ingratiation Strategies
(“But look at the bigger picture.”)
 Mortification Strategies (“We messed
up, we’re sorry, and we’ll make it right.”)

14. Nonexistence Strategies
(“There is no crisis.”)
Denial
Clarification
Attack
Intimidation

15. Distance Strategies
(“It’s not our fault.”)
Excuse
Denial of
intention
Denial of Volition
Justification
Minimizing Injury
Victim Deserving
Misrepresentation
of the crisis event

16. Ingratiation Strategies
(“But look at the bigger picture.”)
Bolstering
Transcendence
Praising Others

17. Mortification Strategies
(“We messed up, we’re sorry, and we’ll make it
right.”)
Remediation
Repentance
Rectification

18. Reputational Risk
• Reputational risk, often called reputation
risk, is a type of risk related to the
trustworthiness of business.
• Damage to a firm's reputation can result in lost
revenue or destruction of shareholder
value, even if the company is not found guilty
of a crime.

19. SOURCES OF REPUTATIONAL
RISK
 Increasing exposure
through an expanding
Internet.
 Impersonal and
discourteous behaviour.
 Acting too late.

20. CONCLUSION
Nothing is more
important to a business
than its reputation.
Without a good
reputation, success is
limited and a company’s
long-term future is cast
in doubt.

21. Thank You!
Presented By