Imagen y Reputación

Aunque me avisan con tiempo no podré asistir la semana que viene a la sesión de Gestión de Reputación en Dir Com Galicia. Un viaje a Barcelona me impedirá oír y conocer a Fernando Prado, un socio director del Reputation Institute de Fombrun.

Con un tema similar a lo tratado en AERCO, IAB etc ha sido parcialmente recogido en blogs.

En la síntesis de Jaime Porta parece que se tratara de la reputación como la imagen resultante o final en cada uno de los públicos.

Algo cambiante según las relaciones que establezcan con la empresa o con sus comunicaciones.

Se entiende que la reputación es experiencia y valor para stakeholders o terceras personas.

Intervenir, con conocimiento y respeto, en comunidades de estos públicos mejora la reputación.

Porta además recoge:

Según los datos aportados por el Reputation Institute, un aumento de 10 puntos en nuestra acción social, genera un aumento de 11 puntos en nuestra reputación corporativa, que a su vez conlleva un incremento de 14 puntos en la apreciación que tiene el mercado de nuestra empresa (o marca).

En el informe del Reputation Institute, Reputation Pulse de las primeras marcas USA:

According to the U.S. Reputation Pulse findings, Corporate Reputation has an increased impact on business results -- a company's reputation score has a positive and direct link to consumer attitudes and behaviors. Having a strong reputation in 2010 yields more recommendation, more benefit of the doubt and more purchase behavior than ever before. In comparing the Top 10 to the Bottom 10 measured companies, the general public is: 300% more likely to verbally support or give the benefit of the doubt; 200% more likely to consider products; and 350% more likely to purchase products of highly regarded companies.

En Public Relations Society of América, Greg Beaubien añade:

This year’s results illustrate a direct correlation between how well a company manages its reputation and how likely consumers are to recommend or reject the company,” Anthony Johndrow, the institute’s partner and managing director, said in a statement. “A good reputation is not just a nice-to-have; it’s a bottom-line business imperative.”

A customer’s direct experience with a company’s products or services has the greatest impact on corporate reputation, the study found. Exposure to marketing messages seems to help, too: On average, a consumer who’s encountered a company’s marketing, branding, public relations or social-responsibility efforts will rate the company higher, suggesting that even companies with weak reputations can benefit from telling their side of the story. Conversely, third-party messages — from the media, Web sites or other people — tend to have a negative effect on a company’s reputation.