Reputation management
Media have the greatest influence on reputation that is usually managed by the public relations/communications department. They usually perform this function through media relations and corporate advertising. And in most cases they use clipping analysis for the evaluation of their activities. On the other hand, data from reputation researches, performed per once per year or once per two years, is available to most of the departments. Despite these data most reputation managers do not recognise the connections between media appearances and reputation oscillations. As a consequence journalists and media mould their reputation through the media instead of themselves.
Therefore SPEM designed a specialised model called IRIS© – Intelligent Reputation Information System, defined as a four-stage reputation management model:
- Media monitoring
- Clipping analysis
- Market research
- Analysis of communication opportunities
The advantages of the IRIS methodology:
- Regular (monthly) monitoring of the reputation index
- Faster and profound analysis of reputation’s dimensions
- Testing of the various topics’ influence on the various dimensions of reputation
- Fast reactions and proactive communications
By managing news we started to control and manage the organisation’s image in the media. A fact is that individuals perceive the topics as important when media devote a lot of attention to the topic in question. But this also means that in the time of a crisis we can successfully redirect the media’s attention with launching equally or more important topics. In a one-year period we managed several large crises that we otherwise didn’t have an affect on and retained reputation on the same level, we even significantly improved certain elements of reputation.
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