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What strategies can you use to improve your organization's reputation in a global marketplace?

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In today's interconnected and competitive world, your organization's reputation can make or break your success. Reputation is not just about what you say or do, but how others perceive and respond to your actions, values, and impact. A positive reputation can enhance your credibility, trust, and loyalty among your stakeholders, while a negative one can damage your relationships, opportunities, and bottom line. How can you improve your organization's reputation in a global marketplace? Here are some strategies to consider.

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1 Understand your stakeholders

The first step to improving your reputation is to understand who your stakeholders are, what they expect from you, and how they evaluate your performance. Stakeholders are any individuals or groups that have an interest or influence on your organization, such as customers, employees, investors, suppliers, regulators, media, and communities. You need to identify and prioritize your key stakeholders, and conduct regular research and feedback to learn about their needs, preferences, and perceptions. By understanding your stakeholders, you can tailor your communication and engagement strategies to meet their expectations and address their concerns.

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Dawn Benton ??

Global Communications and Marketing Leader | Consumer & B2B PR Strategist | Builder of High-Performing Teams | Brand Amplifier + Reputation Protector | Product + Tech + Crisis + Brand + Employee + ESG Comms | Advisor?
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Once you have identified your key messages and prioritized your audiences, then you can map out the strategies to speak to those audiences. When telling your story to domestic and international audiences, ultimately to build brand trust and consideration, you must customize your message to that audience. Speak in the way will resonate with each group, build relationships with the media outlets your audiences are using for their source of information. You can gain credibility by having local spokespeople who can speak the language and understand the local issues. Be deliberate and consistent in telling your story. Lastly, customer testimonials/case studies will help you demonstrate the impact of your product or service.

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2 Define your purpose and values

The second step to improving your reputation is to define your purpose and values, and communicate them clearly and consistently. Your purpose is your reason for being, your mission, and your vision. Your values are your principles, beliefs, and standards that guide your decisions and actions. Your purpose and values should reflect your organization's identity, culture, and goals, and align with your stakeholders' interests and values. You need to communicate your purpose and values through your branding, messaging, storytelling, and visual identity, and demonstrate them through your policies, practices, and initiatives. By defining your purpose and values, you can differentiate yourself from your competitors, attract and retain your stakeholders, and create a positive impact.

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3 Deliver on your promises

The third step to improving your reputation is to deliver on your promises, and exceed your stakeholders' expectations. Your promises are your commitments, goals, and objectives that you communicate to your stakeholders, such as quality, innovation, sustainability, and social responsibility. You need to ensure that you have the resources, capabilities, and processes to fulfill your promises, and measure and report on your progress and results. You also need to seek opportunities to go beyond your promises, and surprise and delight your stakeholders with extra value, service, or recognition. By delivering on your promises, you can build your reputation for reliability, excellence, and leadership.

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4 Manage your risks and crises

The fourth step to improving your reputation is to manage your risks and crises, and mitigate their potential impact. Risks are any uncertainties or threats that can harm your organization's reputation, such as operational failures, legal issues, ethical scandals, or negative publicity. Crises are any sudden or unexpected events that can damage your organization's reputation, such as accidents, disasters, or emergencies. You need to identify and assess your risks and crises, and develop and implement plans to prevent, prepare for, respond to, and recover from them. You also need to communicate openly and honestly with your stakeholders during and after a risk or crisis, and show empathy, accountability, and action. By managing your risks and crises, you can protect your reputation from harm, and restore your trust and confidence.

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Alex Chapman

Snr Mgr, Media & Comms | Region North West Europe @ Novo Nordisk
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More so than simply managing: practice, practice, practice! Having good systems and processes in place, ensuring efficient flow of information, and defined roles and responsibilities, is absolutely key to being able to manage issues and crises. These are absolutely necessary building blocks to setting you (and your organisation) up for successfully defending reputation.

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5 Engage your stakeholders

The fifth step to improving your reputation is to engage your stakeholders, and foster long-term relationships. Engagement is the process of interacting and collaborating with your stakeholders, and involving them in your organization's activities, decisions, and impact. You need to use various channels and platforms to communicate and engage with your stakeholders, such as websites, social media, newsletters, events, surveys, and forums. You also need to listen and respond to your stakeholders' feedback, opinions, and suggestions, and acknowledge and appreciate their contributions and support. By engaging your stakeholders, you can enhance your reputation for responsiveness, transparency, and collaboration.

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6 Monitor and improve your reputation

The sixth and final step to improving your reputation is to monitor and improve your reputation, and adapt to changing conditions and expectations. Monitoring is the process of tracking and measuring your reputation, and evaluating your performance and impact. You need to use various tools and methods to monitor your reputation, such as reputation audits, surveys, ratings, reviews, media analysis, and social listening. You also need to use the insights and data from your monitoring to improve your reputation, and identify and address your strengths, weaknesses, opportunities, and threats. By monitoring and improving your reputation, you can ensure that you are meeting your stakeholders' needs and expectations, and achieving your organization's goals.

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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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Heather Epstein

Communications Strategist | Enterprise Social Media at American Honda | Content Strategy and Social Audio Thought Leader | Storyteller | Young Professional | Lifelong Learner | Friendly Human ??
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Use storytelling to further brand awareness. These stories should demonstrate and reinforce your brand’s values. Work with leaders to produce thought leadership content that helps stakeholders understand the company’s priorities, goals and values.

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Alex Chapman

Snr Mgr, Media & Comms | Region North West Europe @ Novo Nordisk
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Tell the good news! I often consider reputation management a two-way street: it's both protection and promotion. Protect from the issues and crises that can cause short and long-term harm, but also promote: celebrate and tell the positive stories. Remember to engage with stakeholders that may have those positive stories - bring them to the fore.

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What strategies can you use to improve your organization's reputation in a global marketplace?

1

2

3

4

5

6

7

1 Understand your stakeholders

2 Define your purpose and values

3 Deliver on your promises

4 Manage your risks and crises

5 Engage your stakeholders

6 Monitor and improve your reputation

7 Here’s what else to consider

Corporate Communications

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What strategies can you use to improve your organization's reputation in a global marketplace?

1

2

3

4

5

6

7

1 Understand your stakeholders

2 Define your purpose and values

3 Deliver on your promises

4 Manage your risks and crises

5 Engage your stakeholders

6 Monitor and improve your reputation

7 Here’s what else to consider

Corporate Communications

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