Managing and creating corporate reputation

Managing and creating corporate reputation is another critical capability for a communications department. It involves developing and executing communication strategies that protect and enhance the company’s reputation in the eyes of stakeholders, including customers, investors, and employees. Corporate reputation channels may include reputation management, crisis communication, and stakeholder engagement.

Beginner competence definition

At the beginner level, individuals have a basic understanding of the company’s corporate reputation channels and goals. They can assist in executing corporate reputation plans with guidance from more experienced team members. This includes tasks such as monitoring media coverage and compiling stakeholder feedback.

Intermediate competence definition

Intermediate-level professionals are able to lead the development and execution of corporate reputation strategies that align with the company’s overall business objectives. They can develop and implement comprehensive corporate reputation plans, manage communication channels, and develop messaging that effectively protects and enhances the company’s reputation in the eyes of stakeholders. They can also measure the effectiveness of corporate reputation using metrics such as stakeholder feedback and media coverage.

Advanced competence definition

An advanced-level professional can provide strategic counsel to the company’s leadership on corporate reputation and stakeholder engagement. They can lead cross-functional teams in developing and executing comprehensive corporate reputation plans that drive stakeholder engagement, protect and enhance the company’s reputation, and create long-term value. They can also leverage emerging trends and best practices in corporate reputation to optimize impact and drive results. From our experience, they should have advanced skills in stakeholder management, reputation management, and crisis communication.