What is reputation? We define it as follows: it’s what your stakeholders believe about your company, what they expect from you, and what they say about you to others. Your corporate reputation is a key asset which is hard won, but can be easily damaged. That’s why it is important to protect and enhance it, in both the online and offline worlds.
We bring deep expertise across many disciplines that affect your reputation, including:
- Corporate positioning
- Crisis and issues management
- Financial communications
- Senior executive communications
- Corporate Social Responsibility (CSR) programs
- Community engagement programs
- Corporate communications
- Online strategies, including monitoring
Managing your reputation online
The internet is the world’s largest communication network, but it poses particular risks for businesses and organisations. Negative comments or online campaigns can lead to long-lasting and damaging effects on your hard-earned reputation. What people say about you online can make or break your business. Unfortunately, it doesn’t matter whether they are true or unfounded.
We can assist you to protect your reputation online to ensure that people find positive reviews and news about your company. We do this through a combination of strategies in the following areas:
Monitoring online coverage
We search the web to discover mentions of your company and anything associated with it. We can discover any negative news or posts early so that timely action can be taken, often before the major search engines can pick it up.
Tracking customer feedback
By monitoring positive and negative feedback we help you track what people are saying about your company, enabling you to respond directly and build a more personal relationship with your customers.
The best way to protect and build your company’s reputation online is to get more people talking about it. We can help you establish a presence on relevant online communities. This is also a useful platform to clarify any misinformation about your company should the need arise.
Tackling negative comments
We can help you manage negative postings about your company directly and quickly. If you have been misrepresented, we can help you clear the air and advise on the best reputation rescue plan for your circumstances.
Pushing negative results down
When searching for information about your business most people look on the first page of search engines like Google. We work towards pushing down any negative search results to ensure they are no longer visible on the first page of search engines. To achieve this we can create and maintain social media profiles on channels like Twitter, Facebook, Google+ and LinkedIn, to generate quality content and publish it. We reward the positive results, mostly with a thank you note, and create links to these results to increase their visibility.
Case study: Navigating a CEO transition
Announcing the appointment of a new CEO to the market is a major undertaking for a listed company. The media spotlight invariably falls on the new CEO, and investors and the market want to be assured of the new CEO’s strategy.
If not managed properly, the process can impact on the company’s reputation – and its share price. GSG Counsel was entrusted to provide strategic advice and support for CEO transitions at three major ASX listed companies – Treasury Wine Estates (ASX: TWE), Boral (ASX: BLD) and Austbrokers (ASX: AUB).
Ahead of the announcements we evaluated analyst and media reports to assist with developing key communications. We also worked closely with the boards and senior management of the companies to finalise messaging.