It is becoming more important than ever for corporations to be able to trust their internal audiences (ex. employees). According to a recent Weber-Shandwick and Economist Intelligence Unit Survey, “more than two-thirds (67%) of global executives fear that their companies’ reputations are at risk of being compromised by online activities – including leaked information and employee sabotage” (“Employee Sabotage, Leaks among Exec’s Top Online Fears,” February 6, 2009, paragraph 1). The study is titled “Risky Business: Reputation Online” and the white paper that presents the survey results is an excellent read and a must for PR professionals and scholars to look at– check it out.
This goes to show that many corporations and those in senior management are aware of the impact that effectively managing a reputation online. There were several interesting findings from this survey– from not necessarily being aware or really caring what employees are saying online to looking and seeing what their competition is doing and what customers are talking about. In order to effectively manage a corporate reputation online, CEOs have to recognize that their employees play a huge role in their brand management. They are the ones that know the inner politics and business practices of the organization, and can be viewed as a source of information by other primary stakeholder groups.
Now more than ever, CEOs and corporations have to understand the impact of online activities has on their corporate reputation. We as public relations professionals have to also make sure that we address this to our clients and others that we represent. What is online stays online— and it is vital to be aware of what is being said and manage the online reputation of the business and yourself in a proactive and strategic manner.
Hope you all are having a great day. 🙂
Best Wishes,
Karen
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