An organisation’s reputation
is the absolute key to shareholder
value, as it affects all operations,
the bottom line and future performance.
Thus, reputation equity is among
the most important corporate assets.
is the process of tracking, analysing,
and reporting the stakeholder perceptions
and viewpoints that develop and
evolve in response to an organisation’s
Critical Publics has extensive
exposure to and experience in reputation
management. We do not view reputation
management as a reactive damage
control mechanism: rather, it is
an opportunity to understand stakeholder
perceptions and a tool to make informed
decisions about corporate strategy.
We treat this process as an “opportunity
platform” for image and identity
cannot depend solely on occasionally
developing and disseminating good
ideas. Creativity needs to be structured
in a long-term plan, engaging the
critical publics in a dialogue that
will soon develop into a relationship.
Our role as communication partners
is to ensure the accuracy and effectiveness
of a communication plan that captures
and reflects organisational knowledge
and assumes ownership of all the
key issues within the client’s
environment. More importantly, we
advise how to structure the interaction
with the client’s critical
publics in a consistent fashion,
avoiding irregular peaks and troughs,
in order to create and sustain momentum
around the organisation.