| Brand and strategy research can have a great impact | | | | months, AIG was a well respected insurance company |
| on your reputation management strategy.Knowing and | | | | that supported various sports teams and that was |
| understanding the messages that are floating around | | | | considered a multi-billion dollar titan.Today, after |
| can help you decide what direction you’d like to go | | | | consistent negative press and public embarrassment, |
| in, as well as possible pitfalls. | | | | AIG is considered one of the causes of the economic |
| Reputation management has always been important, | | | | downturn (even though that’s absurd). When AIG |
| but in today's market where consumer trust is at an | | | | takes the time to research their reputation, using |
| all-time low, discerning companies are acknowledging | | | | Internet tools, media history and other resources, they |
| the importance of their own reputations as corporate | | | | will be able to trace their corporation’s poor |
| assets.Companies and individuals are now recognizing | | | | reputation to the economic collapse. |
| that to actively manage their reputation, the must first | | | | The various tools available include some that are very |
| measure it.With so much information floating around | | | | simple, such as Google and Yahoo, and others that |
| the world wide Web, it’s possible for individuals | | | | take a bit more finesse, such as Lexis Nexis.Using the |
| such as Matt Drudge and Perez Hilton to be household | | | | tools you have available can mean finding out not just |
| names, even though they employ virtually no one. | | | | what your reputation currently is, but how that |
| If you’re searching for a reputation management | | | | happened. For example, KFC is the kind of brand that |
| company, look for one that partners with its clients to | | | | regularly bounces up and down. When the country |
| provide deep insights on your company’s current | | | | wanted healthier food, KFC almost became a poster |
| reputation, as well as one that strives to understand | | | | child for obesity.Then, things seemed to die |
| your brand promises and goals.Before you can know | | | | down.Recently, when Oprah offered coupons for KFC |
| where to go, you must know where you are.There | | | | on her Website, and the company had problems filling |
| are various tools at your disposal to find out what the | | | | the requests, near riots broke out at the stores.Some |
| world thinks of you, or if they even think of you at | | | | reputation management research will demonstrate that |
| all.There are demonstrable links between strong | | | | while companies have big ideas, they have poor follow |
| reputations (or perceptions) and positive supportive | | | | through.KFC thought partnering with Oprah would help |
| behaviors people have toward those | | | | their bottom line, but when their operations weren’t |
| companies.Product purchases, investment behavior | | | | lined up with their marketing, it turned bad. |
| and so on are all impacted by reputation | | | | Not only should you research your current reputation, |
| management.Also, experts have identified a strong | | | | online and otherwise, but you should annually research |
| positive relationship between a change in reputation | | | | your reputation so that you can take a continued |
| and a change in financial success or failure. | | | | inventory. |
| Case in point,consider AIG.Before these last 6-12 | | | | |