Читать книгу Reputation Strategy and Analytics in a Hyper-Connected World - Foster Chris - Страница 6

Until fairly recently, the downside risk of confusing brand and reputation, or not understanding how the mechanics of brand management and Reputation Strategy differ, was relatively minor. However, the Internet, broadband networks, and handheld mobile devices have changed all of that. Now, the risks are higher and the downsides are considerably steeper.

Before the era of 24/7 media, reputational damage could be managed and mitigated by skillful public relations teams or corporate communications executives. In the rapidly evolving global information landscape, however, stakeholders have greater access to information and can easily uncover actions, behaviors, decisions, or values that are incongruous with communications of the organization. Today, news travels faster and farther than ever before and communications professionals need the support of additional capabilities and tools to be effective.

The complexity of managing this “always on” environment can cause one to lose perspective, focusing on the deluge of big data while losing sight of the larger story that the data tells. But Reputation Strategy becomes the tangible proof of how well the brand is doing and the beacon lighting the way by detecting the big ideas in the data details.