To reduce potential reputational risks, it is recommended to follow the following sequence of actions:
Measuring the likelihood of reputational risk for a company
Assessing the likelihood of reputational risk for a company begins with an analysis of the current situation. It is important to understand how the brand is perceived by the target audience, what image the main competitors have, and how favorably consumers evaluate the business area in which the company operates.
For convenience, the audience can be divided into groups and assigned a numerical value to each group reflecting the level of risk. This will help to better navigate and identify areas requiring improvement.
Analysis of brand perception iceland email list by different segments of the target audience can be done using surveys or search results monitoring. To analyze the company's online reputation, you can use specialized services such as YouScan or Brand Analytics. This will save time and provide full reports not only on the tone of messages, but also on active authors and platforms where content about the company is most often published.
If a significant amount of negative information is detected, it should be neutralized. Search engine reputation management (SERM) tools can be used for this purpose.
Reputational risk management
Reputational risk management begins with an analysis of the current situation, which allows you to determine the necessary steps to mitigate risks. It is recommended to develop several work strategies depending on the audience segment and the type of risk the brand faces. For example, responding to accusations of negligence will require a different approach than responding to customer complaints about late delivery of products.
Reputational risk management
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The strategy can then be adapted if the situation changes. It is important for the company to respond promptly to changes and be prepared to take anti-crisis measures. This may include various actions, such as seeding positive information, removing negative materials from search results, refuting in the media, and others.
Minimizing reputational crises
Once the main problem has been solved, it is necessary to minimize the damage to the brand image. The key point is to use all channels of interaction with the audience to restore customer loyalty and trust. Among them are:
Social media
Don't just publish company news and advertise products, but also build a community around the brand. This helps build a loyal audience and attract brand advocates.
Publications in relevant media
It is important to maintain a dialogue with consumers through publications on relevant donor sites, preferably with neutral or positive content.