A company’s reputation is an asset, a form of intangible wealth that accountants would equate to “goodwill” and marketers would call “brand equity.” As such, reputation must be managed and nurtured with a series of key audiences. Fortune magazine reported that companies with good reputations – those making the Fortune “Most Admired” list – were those with higher P/E ratios than their peers, were able to attract and retain top-flight employees, and, when negative news broke, suffered less and recovered more quickly.
Kettleson Group partners have years of experience in advising and assisting senior-level executives and communication managers in taking a hard look at their reputations – and creating programs that help to build reputation capital. Our diagnostic model analyzes the four major components of an organization’s image: its people; its products or services; the way it conducts business; and its corporate citizenship programs. This model allows us to create a series of actions that aid in managing a sustainable and long-term program.
Our programs encompass:
1) Research and analysis to determine the current image among a range
of audiences
2) Image management and relationship-building plans with key audiences groups
3) Thought leadership programs that build upon the key image assets
At the core of this model is a customized image management plan. Its components include:
- Community relations
- Customer relations
- Employee relations
- Financial media relations
- Government relations
- Investor relations
- Trade media relations
