I suppose I could have titled this column, ‘Seizing the momentum.” The shift for reputation from almost a secondary concern to a ‘must have’ is not new. Reputation has earned its way into the spotlight. But, for those who have followed the focus on reputation but haven’t yet made it a priority, the moment is now. A company, area (such as R&D) or brand reputation is a crucial and non-negotiable element of corporate strategy and a driving force with an outsized impact on sustainability and growth. Reputation is a source of internal pride.
The competitive environment for most business spaces is intense. Companies are working to develop new solutions, brands and approaches to disrupt the status quo, attract and retain top talent and make a positive impact in the lives of those they touch.
In healthcare, for example, science, technology, the collection and mining of data from diverse populations and generative AI, are opening new pathways to solving unmet medical needs, drugging the ‘undruggable’ and giving patients and their families hope where there once was none. There are many ways companies from all industries are working to make their mark. The role for PR is not to just tell the company’s story of discovery, commitment and transformation; our role is to bring it all to life.
This is a process that takes time and a deep understanding of internal and external stakeholders whether these are customers, prescribers (in the case of healthcare), clients, employees, investors, and others. It many took years for companies like Tata, AstraZeneca, Roche and Reliance to earn the reputations they hold today, and for Mukesh Ambani, Satya Nadella, Falguni Nayar and Indira Nooyi be the admired leaders they are.
How should communicators help companies get reputation management underway – or accelerated- in a rapidly evolving business landscape? It helps when communications has a direct line to the C-suite. Data reported in Axios (2024) revealed that 56% of Chief Communications Officers now report directly to the CEO, a 34-point increase since last year. Here for consideration are four avenues that are changing the playbook:
- The communications toolbox has lots of tried and true tactics and platforms, many of which have been covered in earlier columns. Staying aware and nimble is key, as audiences’ interests, needs and expectations shift. Many prefer to receive information differently than they did just a few years ago. Digital platforms, e-newsletters, blogs and microblogs will continue to emerge as go-to sources, in some cases overtaking traditional media in importance.
- AI is opening new ways to get even closer to stakeholders. This is a fast-moving space that offers tremendous opportunity. A recent initiative from Colgate used a combination of AI and traditional dentist and consumer outreach to make it easier to practice proper oral care, an ongoing issue in India. AI will enable companies to find innovative ways to engage even heretofore reluctant audiences in behavior changes that will address an unmet need – key elements in positive reputation.
- Another aspect of communicators’ jobs that is evolving is the set of skills and capabilities required. It’s not enough to be strong at communications. To build reputation we also need to deeply understand the company, the competition and the business environment. We need to have a strong handle on the financial picture –the state not only of the communications and marketing budget but the company overall. This includes the differentiating value of certain investments (which could be the company’s ‘big bets,’ say in technology or one brand) as well as what shareholders and investors see and want.
- A changing world-political, climate, socioeconomics-together with the speed of the news cycle together with the frequency of mis-and dis-information is changing the ‘rules of the road’ for growing and also protecting reputation. Communicators need to be highly disciplined, able to assess risks and serve as the voice of calm when tension is high. We need to be diplomats.
What hasn’t changed for reputation communication and I suspect won’t ever, are the following:
- Reputation will always be about trust. Honesty and transparency need to be high up on the priority list.
- Humanity revealed through the emotion and empathy of its leaders and how they interact with employees, strategic partners, customers, organisations, investors, shareholders and the media.
- Humor can also be very effective. I hope readers recall the column about the power of humor in breaking down silos and building connections.
- Communicators keep leaders informed. We work to keep stakeholders and employees (and often, boards) engaged. We’re the glue that holds different elements of a campaign – video, digital, social- together so that the whole isn’t necessarily greater than the sum of its parts, but rather enables each element to reveal its value and contribute to a singular work that transcends and resonates.
The moment when company leadership believes reputation matters, whether that is due to a specific event, recognition of the importance of reputation or even the result of a slow build – is a moment communicators need to recognise and be ready to capture.
Sandra Stahl has created and led communications solutions for many of the world’s leading pharma, biotech, diagnostic, device and consumer healthcare brands over a 30+ year career. Her skills as a strategist and developer of compelling narratives have enabled organizational-and market- readiness, powered investment, enhanced profiles, amplified landmark data, built reputations and influenced opinion. She is a recognized thought leader regularly published in industry, national and international media, and author of the award-winning book, The Art & Craft of PR (LID 2018). Additionally, Sandra is founding faculty in the PR track in the Branding + Integrated Communications master’s degree program at The City College of New York, now in its 10th year, has delivered lectures at university communications programs around the world including Columbia University in New York and Xavier Institute of Communications in Mumbai, India.
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