I’ve just read an article by Alastair Campbell in the Corporate Reputation supplement to today’s PR Week.
Put aside the nine fairly sensible ‘rules’ he lists for effective reputation management. What’s much more intriguing is that, according to Campbell, the rise of social media and explosion of the blogosphere mean it’s no longer feasible ‘to control what is said about you.’
The implication is astounding that, before the burgeoning of digital platforms, he felt it was possible to control what was said. Especially as there’s little evidence that he managed to pull this off himself.
‘Control’ is such a strong and loaded term. I know of no organisation that could ever have laid claim to wield such a thing and nor should they ever try.
Of course, it always used to be possible to influence what was said about you.
And—guess what: it still is. If your reputation is important to you (as it surely should be) then striving positively to influence it should still be at the top of your to do list. But influence and control are completely different animals.
The rise of digital channels means we need to take the challenge of influence even more seriously and be even quicker off the mark.
But the fundamentals haven’t changed. The recipe for influencing what people say about you (and, more fundamentally, what Campbell overlooks: what they think and feel about you), remains:
- Doing or making things of value
- Behaving well
- A crystal clear idea of what you’re about
- Communicating this idea with flair, conviction, energy and integrity
- Nurturing strong, long-term relationships and
- Responding well to flack, hitches and crises as they arise.
As ever, this is all easy to say and harder to do.
But get it right and you’ll influence your reputation and customer perceptions for the better – in the digital age just as at any other time.
Do you disagree? Was it ever possible to control reputations? Do digital communications mean a fundamentally differently approach is needed?
I agree with what you’re saying – the fundamentals haven’t changed. And your check-list for reputation management is excellent.
But I’m old enough to remember Jim Callaghan declaring: “A lie can be half way round the world before the truth has got its boots on.” (Although I can’t remember what he was referring to.) With Twitter, Facebook, blogs etc, never has this been truer.
How many people thought the Have I Got News for You transcript featuring Paul Merton and Jimmy Savile – it’s been whizzing around the internet for months, all the more so recently – was real? And yet it was a total fraud.
But, knowing what we know now, it felt real. So we believed it.
Thanks for the comment, Vince. I’d forgotten that Callaghan quote and, as you say, it’s all the more pertinent now than then.
I agree there’s never been more need to act decisively to influence and manage (if not control) reputations, but so many people and organisations seem to fall short in this – or, worse, let down their guard and let slip info or comments that will come back and bite them.
Thanks for the comment, Vince. I’d forgotten that Callaghan quote and, as you say, it’s all the more pertinent now than then.
I agree there’s never been more need to act decisively to influence and manage (if not control) reputations, but so many people and organisations seem to fall short in this – or, worse, let down their guard and let slip info or comments that will come back and bite them.
No you can’t control it, Tariq. My boss calls it ‘Digital Garbage’. When someone goes for an interview, most probably the interviewers will Google them beforehand. What will they find online? The weird status in FB, the jaw-dropping tweets, not to mention the photos. The first impression will be made before they even meet them. That may be unfair, but it’s reality today.
Tariq – I think you can control your reputation, by your actions. Providing exceptional customer service will mean you are never criticised. Not putting unacceptable photos and comments on Facebook means that can’t be used against you.
Peninah is absolutely right, the first thing I do when I get a CV or think about linking up with someone is look at them on Facebook, LinkedIn, Twitter and Google their name. Imagine only ever providing brilliant service to people, getting them to give you a great testimonial and publishing it. Then when you’re Googled, only good things come up.
But if someone really wants to destroy your reputation, they seem more willing to do it digitally than, I suppose, ‘analoguely’ (there’s an interesting word). It seems people are much happier to be more aggressive now than they were. I have noticed some very aggressive comments on forums – things that would never have been put in letters or said face-to-face.
Of course, even if you’re not digitally active, your probably will be, so avoiding engaging online means you won’t even know what people are saying about you.
Thanks for the comment, Stewart. I’d hesitate to use the word ‘control’ but I absolutely agree you can (and must!) manage your reputation through all the ways you mention and more. Same goes for companies. And of course it’s not just managing what you put out there but what others do and say.
There was always an important need to do this but it’s even more important now as it’s even easier for your reputation to spread – for good or for bad.
I also think you may be right about people being more aggressive online – I think certain people feel freer to do so digitally because it provides some anonymity as they’re not looking people in the eye. It’s a hazard of the medium.