Reputation Management
The practice of monitoring and influencing how a brand is perceived by the public.
Definition
Reputation management involves proactively building positive brand perception while monitoring and addressing negative sentiment. It encompasses PR, social media management, review monitoring, crisis response, and search result optimization to shape how stakeholders view the organization.
Why It Matters
Reputation directly impacts business outcomes including customer trust, talent attraction, and stock price. In the digital age, reputation can change rapidly based on social media, reviews, and news coverage, requiring constant attention.
Examples in Practice
Responding to negative online reviews professionally and offering solutions. Proactively publishing positive news and thought leadership to dominate search results. Developing crisis protocols before issues arise.