Amanda Coleman, director at Amanda Coleman Communication, considers why PR needs to shift from being all about image, to focusing on genuine trust-building. Amanda is author of 'Strategic Reputation Management: Identify Strengths, Manage Performance and Protect Your Brand'.

Reputation has itself developed a bad reputation. Many see it as the protection of the business over and above everything else. The fact that PR has used the word in its definition has added to questions about what the industry actually does. Are we the route for businesses to hide bad behaviour? Is it PRs role to create an image or impression that everything in the garden is rosy?

The world is an increasingly challenging and complex place where truth has become a commodity, and everyone can be a publisher. In this new communication landscape, the time is right for a new definition about what reputation is and how it can support organisations and businesses to develop and to tackle problems that may occur along the way. 

We need to move away from viewing reputation as a single thing and one measure that is of little impact on the running of a business. The reputation comes from good and bad experiences as well as views that may have no basis in tangible events. This means it can change over time and will vary between different groups, communities and audiences. So action can be taken to improve the reputation that may exist today and among specific groups.

Perceptions among priority audiences are a key starting point to use to unpick what factors affect the reputation of the business. This means reputation is about more than putting out positive stories. It is something that has an impact across the business and that the whole business should be involved in understanding and addressing. Ultimately, we need to see reputation as about people. The people who are receiving something from the business, who may be the employees of the business or may be working with the business. This has been a missing element from the way it is defined and considered.

Reputation can be influenced but is no longer managed. The management of a business’ reputation has become shorthand for the poor behaviour and lack of honesty that has been laid bare in many recent crises and public inquiries. If this is the case, then PR and communication professionals need to take a fresh look at what they do and how they do it. One legacy from the Covid-19 pandemic is that people will question official sources of information, and with the developments in social media will look to other ways to get the news. In the past few months TikTok has become a significant source of news and rivals the traditional news outlets. Individuals can have many thousands of followers, make comment on the business, share views as facts and will not be concerned about connecting with it for statements. PR needs to reshape itself to be relevant.

Ultimately, reputation is heavily influenced by the honesty the business demonstrates. Being open and truthful about issues and problems, and what is being done about them is a critical part of the proactive work to develop a positive reputation. Dealing with issues is something PRs are doing every day, and this is where there is an opportunity to frame how the business is viewed. Is it an open and honest business that is looking to learn and develop what it does, or is it attempting to manipulate, gaslight or control?

How can businesses start to address the issue of reputation?

1. Nurture trust in the business through what you say and what you do. Whatever you say should be supported by what you do. Trust takes a long time to build and seconds to break so make sure poor behaviour is not allowed to inflict damage.
2. Establish boundaries within the business to support the creation of a positive culture. Getting it right with staff is a key part of ensuring people can highlight problems, suggest improvements and challenge misdemeanours.
3. Prioritise having, living and explaining the business’ purpose and values. There is a fundamental need to ensure employees know what they are doing, why they are doing it and how they need to do it.
4. Be honest and transparent in what you do. Operate and communicate with openness and clarity, as well as ensuring the business is listening to feedback.
5. Be authentic in how you discuss, explain and communicate about the business. Failing to do this will quickly be called out.
6. Build relationships that are open and involve two we communication.
7. Establish reputation as a part of the business’ strategic development and long term planning processes.
8. Be risk aware and crisis prepared so that issues are resolved at an early opportunity and if the worst happens your response is rooted in addressing the issue not protecting the reputation.

The world is changing rapidly and there is a chance for PR and communication to be part of the solution rather than the problem. It is time to refresh how we view reputation.