Role of Reputation Management In Public Relations

Reputation Management in PR is a Key Operation

True, many are aligned to make PR as an important element of marketing. While that cannot be refuted PR takes it a notch higher when reputation is in question. Reputation management is all important for every body within their own circles or target audience. Some national and international brands are so well known, that even a small whiff of insensitiveness, assumed or otherwise, towards the public, can rake up a controversy that could hit the black lines badly. Reputation of a brand is like the character of an individual. It requires sensitive handling and without an agency (PR) working for you in the background, it would be hard placed to counter any slight that a brand might suffer in the course of time. The PR team will work towards maintaining a positive reputation through a proactive narratives.

PR in Reputation Management: During normal times and crisis period

The role of PR in reputation management is to keep a brand’s name positive in the media. While a crisis will involve a different approach, the ordinary times are as important. A proactive strategy would include positioning the brand, its spokespersons as an expert source on the brand’s fiefdom. It could be healthy snacking to health care or to luxury jewellery. PR professionals should be expert content writers able to draft thought leadership articles that provide sights on a key topic or industry trend. Then it requires professionals placing those articles in targeted media publications or outlets. Other tools that can be used are interviews, listicles, industry analysis, reports, award wins, company milestones in CSR or ESG breakthroughs, etc.  

The other angle of reputation management is most seen at crises time. The marketing team would be a part of the crisis solving committee but it is left to the PR department to address the crisis, work through it and rebuild its reputation. PR professional will understand the situation and study intricately on who it affects and how widespread it is – what messages triggered the situation, what mediums were involved, how does it affect the brand. It requires wisdom and experience and with a sense of alacrity prevailing, it requires cool heads to rectify the circumstances. The PR team will provide are commendation. Other tools could be releasing statements to the media and stakeholders, conduct interviews, and depending on the damage, undertake necessary steps to mitigate the effects.

It is never easy foreseeing a crisis. The next best thing ishaving a plan ready, just in case. Having a plan in place for proactive andreactive reputation management can make it easier to maintain a positivereputation. Having an agency take care of that is a necessity.

Some case studies of PR Reputation Management

Bidco, a familiar name in consumer oil and soaps, in EastAfrica, in 2014 released a series of ads on print and electronic media. One of the ads featured two males and the social media erupted with memes and the like, making it sound like they were two homosexuals – which, incidentally, is taboo in the African countryside. While there were talks about setting the story right with statements and ads, it was decided to let the status quo remain. The viral stories and memes died a natural death and the company came out of the crisis with little damage.

This one is apt for the current generation of PR professionals as it is as much about reputation management – as it is about influencer marketing, and how a wrong decision – reading – of the volatile audience reaction, can kill your brand indefinitely.

A well-known Indian influencer- a little-known actress who was more famous for her remarks and sultry images on the net, decided to go for another bout with destiny. Let’s call her X. This one from the media sources - On Friday, (Feb 05, 2024) X’s manager announced her death from cervical cancer, causing widespread shock and disbelief. However, she later clarified on Instagram that the news of her death was false, revealing that the stunt was a nun conventional attempt to spark a conversation about cervical cancer.  That was damaging beyond belief. This is a crisis that has no solution. Reputation was damaged to an extent it is impossible to redeem it any cost. Today, X is no longer remembered and is relegated to the dustbin.

Reputation can go for a tailspin if not managed well. But if handled delicately and strategically can benefit the brand.

An interesting case study has been of a leading Nestle brand, Maggie. When reports (2015) broke out of the high level of MSG (Monosodiumglutamate) in the noodles, it was banned for a few years and sales went down to zero from 80% market share. The company did not sit idle but launched a multi-digital campaign answering people’s queries and was there to face the tirade. The official website had an FAQs page and answered many concerns of consumers. Slowly they have regained their status but it remains a nightmare for many.  Nestle India, Chairman & MD, Suresh Narayanan, in an interview said, “Maggi is the worst crisis that we have faced in the 104 years of our existence in this country, also the worst crisis the company has faced globally in a long time.”

Their ability to come through the ordeal is a testament to PR finesse.

How to avoid Reputational Risk and be prepared to handle any contingencies

It makes sense to be aware of the risks are and how they are likely to create a crisis situation. Some risks are intentional – when brands choose controversial messages on social media and in their branding. Reputational risk assessment of areas needs to be studied and a contingent plan has to be put in place. They could include areas like – how do we handle – negative feedback from an inappropriate social media post, ethical controversies or anything that invokes ire against the brand.

Many crises can be avoided by simple management styles that prevents human operational errors —social media posts are pre-written and reviewed by managers before being shared with the public. Issues which effect a large number of populace - such as the recent CrowdStrike outage that led to airlines facing irate customers - are much harder to manage. When such situations arise, it’s important to remember that communication is key. A rapid response to an emerging crisis is in itself a statement of responsibility by the brand.

Sustainability of a Good Reputation is possible only with a good agency

The good and the bad are a part of life of any brand. Bad events can happen to any company at any time. It is a fact that when you are prepared for the worst, you can handle the outcome ore efficiently. Hence companies who have a trusted PR firm can handle anything. PR firms consistently create media placements — such as thought leadership articles, media interviews and news announcements — your company can create a brand image that will remain intact if it faces a reputational issue.

A good CSR activity, that helps commit the image of the company as a responsible brand with some sustainable, community development, environmental – as an ESG dedicated entity, can go a long way in helping a company manage bad publicity when it arises.

K2 Communications is available for advice and further PR consultation: Contact our team of experts here