6Dec - JanCopyright © 2021 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Contact UsPhone:510-972-5010Fax:510-894-8405 Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com Dec - Jan, volume 07 - 20 (ISSN 2644-254X) Published by ValleyMedia, Inc. To subscribe to MarTech OutlookVisit www.martechoutlook.comManaging EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Joshua ParkerPaul BarberVisualizerVincent Georgevincent@martechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffDebra MorganEditorialDebra MorganManaging Editoreditor@martechoutlook.com A corporate reputation lives in a fragile and highly competitive eco-system. It's important that you nurture it and protect it from external and internal threats. A corporate reputation is made and broken by a how a limited group of people, also known as, the company's target audience perceives the company.It's difficult to quantify customer loyalty; but all companies, irrespective of their size, are learning to put a value on their corporate reputation. The value of their corporate reputation is directly proportional to their efforts at maintaining it. Also, the revenue and profits generated are in direct proportion to the positive perception of their corporate reputation. There are two facets to corporate reputation management--building a reputation and protecting it. Investing in both these facets plays a significant role in improving business performance and crafting the public's perception, vis-à-vis your company.The rapid evolution of technologies such as the internet has led to a more evolved and sustained form of communication. Brand reputation, today, is determined by how users are making use of these communication technologies to shape their thoughts. One of the great advantages of modern communication channels like the internet is that massive amounts of information are made available to consumers instantly. Internet based news and information sites deliver information from multiple sources directly to the user. Add to that social networking sites contributing to this information flow, and you have an environment where maintaining a corporate reputation becomes a real challenge.There is a sea change in the attitude of the corporations regarding their information policies and the way they conduct business. Gaining the public trust through slow and steady progression has become crucial. More importantly, organizations are becoming more open and honest with the public about their deals and agenda. If there is an incident that they think is going to negatively impact their corporate reputation, they are being upfront in dealing with them in a manner that can mend their corporate reputation. But is this enough? No it isn't. New threats and challenges need to be met with new tools and solutions. This helps companies become more nimble footed as far as meeting the challenges to their reputation is concerned.Let us know your thoughts.The Fragile World of Reputation ManagementAsher BlakeRose Dcruz
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