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Want to improve your reputation? Make sure Corporate Communications is sitting at the C-level table
By: Tammy Stankey | 07/16/2009
In an article today in The Wall Street Journal titled "Wal-Mart's Image Moves from Demon to Darling," reporter Ann Zimmerman dissects the retailer's metamorphism from villain to hero. (Well, maybe not quite hero.) Regardless of your personal opinion on the company (and everyone has one), the article makes a strong case for how to improve a reputation. The company started with research that measured reputation, received a clear directive from the board to fix the problem, and then after a few miscues the company hired a top PR executive from a leading firm (Leslie Dach, formerly of Edelman). The article claims that what followed was "Mr. Scott (at the time CEO) stopped defending the company's practices and started changing them." Over time, the company rebuilt trust with its audiences and reputational improvements followed.
This begs the question? Where are your company's top communications people? Are they at the table with your CEO? If not, they should be. All the publicity stunts in the world (and Wal-Mart has tried plenty) will not work without deep understanding (research), active listening, corporate response and organizational change.
Posted in Public Relations, Reputation Management
comments
Tammy Stankey says:
Thu, July 16, 2009 at 3:43:pm
Daniel: You are absolutely right to suggest gauging whether or not a reputation has changed (and can be sustained)takes time. Companies should not expect quick-fixes, and consumers are smart enough to recognize band-aids versus healing.
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Daniel says:
Thu, July 16, 2009 at 3:33:pm
All the social media in the world does not equal social responsibility. Corporations need to realize that America needs companies, that understand the importance of “welfare capitalism,” this nation will not right itself. For too long, companies have cut benefits and removed pensions. keynsian economics alone cannot fix America’s woes; without the contribution of corporate giants such has Walmart. For too long, American business has operated under the same principles as J.P. Morgan and his Gilded age cronies. Walmart has lead the charge in America for greed, exploitation and expansion. In the words of Upton Sinclair, “welcome to the jungle”.... Walmart’s reputation couldn’t have sunk any lower. The only place for them to go, was up. Let’s see if this is a short-term remedy or part of a long term plan after the next annual report is due.