The Theory of Reputation Management: A Comprehensive Guide

Reputation management is a strategy that involves any activity aimed at identifying, monitoring and influencing public opinion about a business or brand. Organizations and individuals working in reputation management activities often use multiple online channels to interact with consumers and ensure that the organization's objectives align with public opinion. The age of the manager and the segment of the industry can affect the view of the importance of social responsibility. Reputation monitoring tools investigate the web where a specific keyword is mentioned in articles and websites.

A significant effort has been made by the communication profession to enhance the role of the CEO as the firm's leader and the main driver of the firm's reputation. The main objective of the research phase of reputation management is to understand the current reputation of the company. Next, a reputation management strategy focuses on addressing opportunities and problems that need to be addressed. Companies try to be more aware of how they are perceived by their audiences, both inside and outside their target market.

Reputation management works by aligning stakeholders' perception of the community with the identity of the individual or company. For an online reputation management company like Reputation X, this includes SEO and other tactics that deal with online resources. ORM includes traditional PR reputation strategies, but it also focuses on building a long-term reputation strategy that is consistent across all web-based channels and platforms. This “command and control” approach is based on a top-down view of reputation, in which the company acts and reputation follows.

The interactions and relationships that develop and how competitors react determine the outcome of reputation efforts. It gives countless examples of companies that have managed their brands to maximize their value and provides frameworks for creating a brand strategy within companies. While the communication profession promotes the importance of reputation and wants to lead these efforts within organizations, there is little universal agreement within the profession on the definition of reputation, how a reputation is built, and the role of communications with respect to reputation management. This article reviewed reputation from a variety of perspectives, looking at how it should be defined, the connection between brand and reputation, the importance of stakeholder relationships, and the power of employee engagement. Ulrich and Smallwood (200) suggest that companies with good values not only define them, but also incorporate them into their managerial training and hold managers accountable for adhering to stated values. Either way, you'll work to monitor and improve your reputation over time, often starting with improving your search engine results.