Last January, New York University's School of Continuing and Professional Studies (www.scps.nyu.edu) hosted a roundtable discussion on "Recent Lessons in Reputation Management: Are Corporations and Other Organizations Heeding Them?".
Thankfully, the school recorded and posted the discussion on their Website. You can hear it here.
Ronald J. Alsop, news editor and senior writer at the Wall Street Journal, said he believes the public’s attitude toward corporation reputation is still poor and that the public doesn’t believe companies are living up to their word. He points to customer service and executive compensation as drivers of negative corporate reputation.
Companies are in a Catch 22 situation when it comes to communicating their corporate citizenship, says Alsop. If you over publicize what you do, the public will view it as self-serving. If you don’t publicize it, you get no credit.
“Developing a good and clean reputation as an organization is a necessary – but not sufficient – component for success in reputation management and success in engaging, retaining and recruiting employees,” according to Dennis Garritan, academic director and clinical associate professor of the M.S. in Human Resource Management and Development program at NYU-SCPS. “What is both necessary and sufficient is to develop a reputation for quality.”
Barri Rafferty, an instructor at NYU-SCPS who specializes in public relations and brand marketing, challenged companies to name the 75 to 100 people who can truly impact your company’s reputation and stressed the need for companies to find advocates who will support and back you during a crisis.
Other roundtable participants included moderator John Doorley, academic director and clinical assistant professor in the M.S. in Public Relations and Corporate Communications program at NYU-SCPS, Helio Fred Garcia, adjunct professor at NYU-SCPS who teaches crisis communications and reputation management; and Bruce Baulch, senior director of information technology and administration at the NYU Medical Center.
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Corporate Reputation: Links and Resources
Corporate Reputation: Events and Conferences
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corporate communications corporate reputation corporate social responsibility public relations
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