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How do you foster a positive PR reputation culture within your organization?

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How do you foster a positive PR reputation culture within your organization? Reputation is one of the most valuable assets for any business, and it can be easily damaged by negative publicity, customer complaints, or unethical practices. A positive PR reputation culture is not only about managing crises and promoting achievements, but also about creating a shared vision, values, and behaviors that reflect your brand identity and purpose. In this article, you will learn how to foster a positive PR reputation culture within your organization by following these six steps:

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1 Assess your current reputation

The first step is to audit your current reputation and identify your strengths, weaknesses, opportunities, and threats. You can use various tools and methods to collect feedback from your internal and external stakeholders, such as surveys, interviews, focus groups, online reviews, media coverage, social media monitoring, and competitor analysis. You should also benchmark your reputation against your industry standards and best practices, and evaluate how well you align with your mission, vision, and values.

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Kareem Cervantes

Director of Marketing & Communications at The Many | Vice President at CSW - LA Pride
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It's important to be open and transparent about your reputation with your internal stakeholders. Acknowledging your shortcomings (as well as your successes) is an important step in identifying areas for improvement and exhibiting self-awareness.

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Anne Small

Getting business owners in front of their ideal prospects | Proven methods that increase engagement I Effective strategies to build loyal communities I LinkedIn Strategist I Social Media Manager | Servant Leader ??
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Integrity is what you do when no one is looking. All great things do take time and building your reputation is one of those things. Stand by your values and beliefs regardless of what’s going on around you and people will notice. The world needs transparent leaders that they can trust. Authenticity is key.

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2 Define your reputation goals

The next step is to define your reputation goals and objectives, and how you will measure and track them. You should have a clear idea of what you want to achieve, why it matters, and how it supports your business strategy and goals. Your reputation goals should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you may want to increase your brand awareness, customer loyalty, employee engagement, social impact, or thought leadership.

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3 Develop your reputation strategy

The third step is to develop your reputation strategy and plan, and how you will implement and communicate it. Your reputation strategy should outline your key messages, target audiences, channels, tactics, resources, and budget. You should also consider how you will align your reputation strategy with your other business functions, such as marketing, sales, customer service, human resources, and corporate social responsibility. Your reputation plan should include a timeline, milestones, responsibilities, and contingencies.

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Kierra Woekel

Marketing Operations I Brand Management ? ? ? ?? ???? ? ??? ? Business Development I Strategic Partner Engagement
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Clear communication across all departments is key. Empower with knowledge - fostering a culture of inclusion means everyone feels "in the loop". When asking for feedback, show ways that feedback has been incorporated. Everyone wants to feel seen, heard, and valued.

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Mandy Maddela Hoskinson

Social Media Agency Founder | President of the Social Media Club of Los Angeles | Vice President of Social Media Club Global
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Great swag should be part of this plan. Team members should love where they work, love what the company does, and love what they get to wear as a result.

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4 Engage your stakeholders

The fourth step is to engage your stakeholders and build trust and credibility with them. Your stakeholders are anyone who has an interest or influence on your reputation, such as your customers, employees, partners, investors, media, regulators, and community. You should tailor your communication and engagement to their needs, preferences, and expectations, and use a variety of channels and formats, such as newsletters, blogs, podcasts, webinars, events, social media, and media relations. You should also seek feedback and input from your stakeholders, and acknowledge and address their concerns and issues.

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Marissa Weidenfeller

Marketing Enthusiast | Branding Aficionado | Communications Maestro
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When designing your engagement questions and opportunities, it’s important to know what you’re going to do with that feedback data. If no action will be taken, don’t ask. Lack of action leads to lack of trust. Obviously we can’t act on every data point, but if you see a trend, do something about it and make sure you communicate about it. Transparency is key, and trust must be built on both sides.

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5 Monitor and evaluate your reputation

The fifth step is to monitor and evaluate your reputation and its impact on your business performance and outcomes. You should use both quantitative and qualitative data and indicators to measure your reputation, such as awareness, recognition, perception, sentiment, loyalty, advocacy, satisfaction, retention, referrals, revenue, profit, and growth. You should also analyze the results and identify the gaps, challenges, and opportunities for improvement. You should report and share your findings and insights with your stakeholders, and celebrate your successes and achievements.

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Brenda Sweeney APR, FCPRS, C.Dir.

Independent Director | Board Advisor | Consultant
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Managing reputational risk through consistent monitoring and evaluation can seem an overwhelming task. Keep it simple to start. Choose one reputational metric such as perception or net promoter that is easily measured through a poll or survey, and has a wealth of comparative industry data. These two metrics also double the impact for you since they also contribute to issues management monitoring.

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6 Adapt and improve your reputation

The sixth and final step is to adapt and improve your reputation based on your monitoring and evaluation. You should review and update your reputation goals, strategy, and plan regularly, and make adjustments as needed. You should also keep abreast of the latest trends, developments, and best practices in your industry and PR field, and learn from your peers and competitors. You should also be proactive and prepared for any potential crises or risks that may affect your reputation, and have a crisis management plan in place.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marissa Weidenfeller

Marketing Enthusiast | Branding Aficionado | Communications Maestro
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Your internal team is your best brand reputation assets. The people executing your brand need to know the expectations for brand experience for all stakeholders. Gaining their buy-in is essential. When you take time to develop your people, they will understand the bigger picture and know their place in contributing to success. A beautiful brand experience on paper is useless if your internal team doesn’t know how to live it day in and day out.

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Stephanie Singer

All-around communications specialist and Taekwondo instructor.
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If a sensitive issue comes up, don’t give every single detail and don’t make guesses. Keep it factual, and stick with what you know happened. Then tell people how you plan to do better (especially if the sensitive issue is your fault, directly or indirectly.) Writers wield the greatest power of all: words. We must use that power wisely.

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How do you foster a positive PR reputation culture within your organization?

1

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3

4

5

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7

1 Assess your current reputation

2 Define your reputation goals

3 Develop your reputation strategy

4 Engage your stakeholders

5 Monitor and evaluate your reputation

6 Adapt and improve your reputation

7 Here’s what else to consider

Public Relations

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How do you foster a positive PR reputation culture within your organization?

1

2

3

4

5

6

7

1 Assess your current reputation

2 Define your reputation goals

3 Develop your reputation strategy

4 Engage your stakeholders

5 Monitor and evaluate your reputation

6 Adapt and improve your reputation

7 Here’s what else to consider

Public Relations

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