Each of the company, leading commercial activity, is such a valuable tool such as reputation. How in the world of ordinary human relations in business this category is of a dual nature: on the one hand, it can be an excellent opportunity to establish new relationships, attract new partners, to benefit; on the other - with a bad reputation, - the company may simply not be able to start business cooperation with anyone.
Due to the fact that reputation is not permanent, and in the course of activity of any business entity, it can change for the better and for the worse, the company must constantly take care of her.
On the one hand, such a “care” can be called measures for the permanent improvement, for the development of positive relationships other businesses and the public to the economic entity. On the other hand, it can be control risk that exist for each individual company.
In this article we will consider how it should be ideally, how can you protect your company from loss of reputation and how to deal with it other players in the market.
We will Begin, perhaps, with a General definition of such categories as “reputation”. Indeed, as already noted above, from real life we know that this term may refer to just one particular person that owns this reputation. In fact, this is the set of qualities that confer on whose reputation it is.
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In the world of business relations, everything happens very similar way. If one business wants to start a relationship with another in the first place to which she will focus, is the image of the company (that is how it is seen by other market participants, particularly those who already have experience with it).
And, of course, depending on what kind of reputation has the company, its business will develop or, conversely, to decline. That is what is so important in case there is a speech about the attitude of the economic entity.
Threats that pose a probability to harm the image of the company, the attitude of other stakeholders, are called, respectively, “risks to reputation”. If the right approach to their definition and identify where they might lurk and what specific risks are the company you can prevent a lot of negative consequences for business in General.
It is the task of the risk managers working in this field of business. They are engaged in risk management, maintaining the image of the company from any threats. In turn, the correct approach in this question allows you to run a business, develop it and enhance your company's financial performance.
Again, since in our understanding of the company's image is something abstract, it is not always possible to understand what are the above mentioned risks. How to measure, evaluate what needs to be done in order to understand where they occur and, of course, how to protect yourself from them?
In turn, we understand how to look financial risks. This is, essentially, the ability to incur monetary losses in one form or another. Where business may be deprived of their investments, there are clear financial risks. To protect yourself from them is not to make these investments, to refrain from them, sensibly estimating the ratio of their chances of getting profits and losing everything.
Work On the same principle and reputational risks. The company may receive a negative attitude on the part of those with whom it maintains business relationships, and from society - people who are direct consumers of its products or services. Only in order to understand more specifically what can occur reputational risks, it is possible to conditionally divide them into three categories. Read more about them in the following sections.
The Most common group of threats, the purpose of which is the reputation of the company are corporate risks. They relate to the activities of a particular business entity and may be expressed in very different moments in her work. The field of production, sales, and many others, all of them can be exposed to corporate reputational risks. For this reason, every risk Manager needs to ensure that each of these categories were protected. How is it expressed in practice? Very simple: each of us are faced with examples of such measures against corporate risks in everyday life.
For Example, the protection of the reputation of a particular company will be that which has been environmentally friendly production, socially significant activity, initiates various activities related to charity and so on. That is, the image of a company based on the fact that she has a positive influence on those or other spheres of life, properly organizing their internal processes.
Another category of factors thatform reputational risks the company is more global in nature. In particular, those factors that pose a threat to the whole sphere of production. For example, they occur in the case when the public is reprehensible applies, for example, a number of enterprises for the reason that they, by contrast, have a negative impact on some spheres of human life. Only to have taken place “risks”, it is necessary that the factors that negatively affect the image of the whole industry, revealed suddenly. This would mean that such risks were justified and the reputation of the enterprise who did not care about them, has suffered severe damage.
Finally, the third type of factors that may adversely affect the company in other economic entities or consumers of goods and services, the risks that relate to some part of the company. The clearest example of this phenomenon can be, for example, the quality of top managers of the company or its management, which was noticed in any negative (from the point of view of the public) stories. Or such risks may manifest themselves if the heads of enterprises started to implement the wrong (and maybe even reprehensible) from the point of view of other people mass layoffs, cuts in salaries and so on.
That is why every Manager tries to work to create favourable (and therefore for the company) with respect to employees, introducing a variety of promotion, wage increases, and making other similar steps. Not only is it all motivates employees, such actions also anticipate and reputational risks, which could harm the business.
In fact, every risk Manager, who adequately assess the situation on the market can (and should) clearly define which risks are a priority. We give a simple example. On the one hand, the company is engaged in the production, which has harmful health supplements; on the other is going to conduct massive layoffs. From the point of view of the consumer, of course, more important is the quality of the product and its impact on the human body. After all, if the information made public about the harmfulness of products, sales can drop significantly. On the other hand, the risk Manager knows that the probability of detection of “harm” products are minimal, whereas about layoffs know immediately.
In this case, in the short term the company needs to think about how to deal with the risk of losing the image as a result of the layoffs, and long - term - “whitewash” in the eyes of the buyer and convince him that the presence in products that are harmful to health, is not so scary. A vivid example of the way successful “cases” in this direction is the largest mega-corporations like McDonald's and CocaCola. We all know that eating at “Mac” as "Cola", are a serious harm. Nevertheless, we continue to buy both.
The Correct set of priority risks determines how well the company will cope with them and thus preserve their image. This is what is called “managing reputational risk" and clever avoidance.
It is Important to understand also that the reputation of the company in the understanding of other businesses and in the eyes of the customer - this is not the same thing. Because it shows the company from different points of view. How does the reputation of the company if to look at it “the eyes of the business” and “customers”, is easy to understand. In the first case the key is the integrity of the company, its partners, distribution of roles in the business, the fulfillment of its obligations, the timeliness of it.
As for the look of a business entity in the eyes of the customer, is best evidenced by the success of the company in the area in which it operates. So, if it is a large company or a famous brand, it is clear that his services/products are in demand and are in great demand in the market. If the subject is blemished, respectively, with sales it can cause problems. In this case, there is a shortcoming on the part of risk managers specialists working on the PR of the company.
Another important point that I would like to emphasize in this article is the specifics of a particular company or enterprise. It is obvious that there is a big difference between the way affected by the tainted reputation of some industrial giant for his work and, say, the image of the local grocery store. In the first case, the company is unlikely to do anything threatening because it has been producing goods for one destination. Such examples are many: the large factories often have a not too enviable image in the eyes of the public.
Another thing is business reputation of a legal entity that provide direct services. Here the role of the opinions of others greatly increases, and begins to further affect the whole business. If a local newspaper writes that in a small shop sold stale dairy products, to sell them here would betimes difficult.
Another matter entirely - it's reputational risks of the Bank. Because financial institution has its own distinct market structure, there must be a special trust of the people (in particular, if we are talking about investors). People should be ready to give your money as Deposit, so, in this case, the image of the Bank needs to be above it all. If only there will be information about problems with payment or to change the management or other banking institution, depositors may seek to withdraw their money from the Bank as quickly as possible, which, again, will affect all its activities.
The Main task of every risk Manager is how to properly assess reputational risk. It is, first and foremost, the factors that can negatively displayed on the image structure, “drop” in the eyes of customers and other companies. To avoid this, we need to try to “not to lose reputation”, but also to constantly improve it, to withdraw to a new level. For the largest companies create special funds, conduct a lot of activities that appeal to different instruments, so that only the reputation of the company improved and “purified”.
Finally, if there is any scandal, or were made public unwanted information, the image of the organization can be saved. Be it a business reputation of a legal entity or the client's opinion, all of this can be corrected if to choose the right strategy for the behavior in the future. Often, business executives, whose reputation suffered as a result of certain information of scandals, some unpleasant social situations and the like, first, apologize and show that he fully participate in this process, you know how important this is. Next, begin compensatory measures and so on. But that's another discussion, not related to the subject of the article.
Article in other languages:
BE: https://tostpost.com/be/b-znes/11359-reputacyynyya-ryzyk-m-dzh-reputacyya-kampan.html
KK: https://tostpost.com/kk/biznes/11361-t-uekelder-bedel-imidzh-zh-ne-reputaciya-kompanii.html
PL: https://tostpost.com/pl/biznes/11358-ryzyko-reputacja-wizerunek-i-reputacja-firmy.html
TR: https://tostpost.com/tr/business/11363-riskler-itibar-maj-ve-itibar-irketi.html
UK: https://tostpost.com/uk/b-znes/11364-reputac-yn-riziki-m-dzh-reputac-ya-kompan.html
Alin Trodden - author of the article, editor
"Hi, I'm Alin Trodden. I write texts, read books, and look for impressions. And I'm not bad at telling you about it. I am always happy to participate in interesting projects."
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