Reputation Management
Reputation is what people expect of you based on what you have done and said. We help you understand it, protect it and, where it has slipped, rebuild it.
What reputation management involves
A reputation forms whether or not anyone manages it. It is built from coverage, search results, conversations among staff and customers, the conduct of senior people and the way problems were handled in the past. Reputation management is the deliberate work of understanding that picture and closing the gap between how you are seen and how you actually operate.
We work with businesses, organisations and individuals whose standing matters to their next decision: winning a contract, retaining staff, securing a licence, raising capital or simply being taken at their word.
Starting with an honest assessment
Most reputation work begins with a clear-eyed look at the current position. That usually means reviewing recent media coverage and commentary, what appears in search results for your name, how your own channels describe you, and what your key stakeholders say when asked directly.
The aim is not a long report. It is a short, candid account of where you stand, what is driving it and which issues are likely to matter in the next year. Sometimes the finding is that the problem is operational rather than a communication one. We will say so.
Building and protecting a reputation
Where the foundations are sound, the work is about making your strengths visible and consistent. That might include a clearer statement of what you stand for, a steady program of media and bylined content, preparing senior people to speak publicly, and making sure what you say lines up with what customers and staff experience.
- positioning and key messages for the organisation and its leaders
- a calendar of announcements, commentary and stakeholder contact
- guidance on how to respond to criticism, reviews and commentary online
- preparation for predictable pressure points, such as results or restructures
Rebuilding after damage
When a reputation has been hurt by an incident, a dispute or sustained criticism, the recovery is slower than the damage. People need to see that you have understood what went wrong, what has changed and how you will be held to it. Promising more than you can show tends to reopen the story.
Where coverage may be defamatory or legal action is in prospect, we work alongside your lawyers. Legal advice and communication advice need to fit together, and we will not recommend a public step that cuts across your legal position.
Search results and online commentary
For many people, the first page of search results is your reputation. Old coverage, review sites and social media commentary can outweigh years of good work. There is rarely a quick fix, and we do not offer tactics that try to game search engines. What works is steady, accurate content on your own channels and in credible outlets, prompt and courteous responses to fair criticism, and correcting factual errors through the proper channels.
How it works
Conversation
A confidential discussion about your situation, what prompted the enquiry and what you would like to be different.
Assessment
A short review of coverage, search results, your own channels and stakeholder views, with a candid summary.
Plan
Agreed priorities, messages, spokespeople and activity for the months ahead, with the fee set out in writing.
Ongoing work
Regular delivery and review, adjusting the plan as issues arise or opportunities appear.
Reputation work in our cities
We work on reputation matters in person in Melbourne and with clients in Canberra and Sydney. Read more about public relations in Melbourne, public relations in Canberra and public relations in Sydney.