What's in a name?

IF brand names like TATAs and Johnson & Johnson trigger instant recognition and acknowledgement from the consumers, it's often because of the excellent rapport they share with their internal and external public. The internal public of a company consists of the shareholders, the financers, and most importantly the employees, while the external public are the vendors, stockists and the crucial consumers who can make or break your business.

The above-mentioned companies' reputation has not always been spotless. Like any other business establishment they too have had major mishaps involving their products thus endangering their reputation in the world market.

Who can forget the infamous Tylenol crisis, where a contaminated batch of medicine was released into the market inadvertently and even reached the consumers? Johnson & Johnson took extensive steps to not only retrieve the medicine but also set up customer grievance booths to rid them of any kinds of doubts and suspicions regarding that particular product and the company in general. They went out of their way to make sure that the customer knew the purpose of the company and also made sure that the employees did not get disillusioned after the whole fiasco. It was a massive crisis management programme that was undertaken to save the name of the multi-national pharmaceutical company. This incident and the way it was handled by the company has become more than a case study for reputation management.

If such an exigency can mar a multi-national's reputation to such an extent, then smaller companies can literally be blown out of existence even by minor errors in the business process. Therein lies the need for an effective, long-term reputation management programme.

Much more...

Managing the reputation of a company is much more than what a public relations firm or an image consultant does. Their work is to align the vision of the company to the vision of the most visible employee of the company who is most often in touch with the company's customer. This could even be the receptionist of the company!

It is these professionals' endeavour, to work in tandem with the HR and the corporate communications department of a company to maintain a good reputation within the company. They also work with the marketing and the public relations department to establish a good name in the market and in the minds of the end consumer.

``The concept as such has not caught on yet in India and it will take time for our corporates to realise how imperative it is to manage their reputation'', says Vaani Anand, of Imagequity, Asia's first and the only reputation management firm in India.

As they possess the first player advantage in the market they have recognised four areas wherein they apply their trademark concept of Total Reputation Management. These areas are organisational behaviour, communication, marketing and corporate strategy. Another area they work at is social responsibility wherein structured social development programmes are formulated for companies who want to give something back to the society that nurtured them.

Their most popular HR programme Bonzer, has livened up many a staid, cubicle crowded IT company. "We found that if employees wanted to have fun then it was always relegated to after working hours. Work and fun were kept apart and this led to drudgery setting in. So we decided to formulate a `fun- at- work programme' that will take them away from their work for a brief time while leaving them refreshed and raring to get back to work thus increasing their productivity,' explains Vaani.

The outsider...

Hiring an outside reputation management firm gives a company a distinctive advantage. As the firms are not bogged down by work limitations they bring in new perspective. They help the company to look and examine the problems from an outsider's viewpoint, imparting a fresh insight and possibly helping to arrive at a solution. The reputation management firm is also independent of market prejudices and influences and as a result will give a clear picture of the company's standing. Similarly, as they are not a part of the company they are able to objectively view the commitment and satisfaction levels of the work force. This objective scrutiny will help the company understand its position and the gray areas that are in need of developmental inputs.

Reputation management firms complement the various in-house departments of the company and act as a barometer measuring the satisfaction and the success levels of the company within and without. At the end of the day like Vaani rightly says, ``Managing the reputation of a company is no rocket science, all it needs is common sense and we add a dash of humour to this mundane and visionary task.''

MALINI SURYANARAYANAN

maalini.mdsKcareercommunity.co.in