Reputation Analytics

Managing your corporate reputation requires thinking like a political strategist.

Managing your corporate reputation is akin to how politicians and their teams manage public opinion. However, companies must consider many more “constituencies,” or “publics,” than political campaigners. Your corporate reputation hinges on the perceptions of customers, potential customers, employees, investors, business partners, suppliers, and external groups such as regulators and the media. Don’t assume that sound business practices will protect you from a reputational crisis. Every company needs to make reputation management an integral part of its strategic operations.

Public perceptions aren’t always rooted in direct experiences. One customer’s bad review can trigger several potential customers to form negative opinions about your company. Your corporate reputation isn’t always homogenous either: It may differ across constituencies, products and markets. For example, McDonald’s reputation may be drastically different in China than it is in France. Managing your corporate reputation will, thus, require you to consider the...