The value of reputations | LesAffaires.com

One of the companies whose reputation is particularly hard to evaluate is Club de hockey Canadien. (Image: 123RF)

Discover the first post by Pierre Gince, new guest blogger of “Les Affaires”. Twice a month, don’t miss this meeting where the founding president of the traditional and social media content analysis and evaluation firm, Mesure Média, discusses various communication and reputation issues.

GUEST BLOG. What is the common denominator between Desjardins, Anne Casabonne, an SME, the Club de hockey Canadien and … yourself?

The answer is clearer than it seems: each of these entities has some reputation that must be nurtured and protected. Yes, a lot.

There are many definitions. Based in part on the French platform e-marketing.fr, here is the definition I like:

“The reputation of a company, brand, organization or person is a result of their attitudes, behaviors and communication. It is the sum of all expected positive, negative or neutral.

As the first column, here is an overview that aims to define the importance of reputations and the value of them, both for individuals and for companies.

Intangible assets of enormous value

The importance that should be given to reputations is not new. Warren Buffett often said: “It takes 20 years to build a reputation and 5 minutes to destroy it. If you think about it, you’ll do differently.”

Five minutes to destroy a reputation? It has been a long delay since the emergence of social media …

In 2012, the Interuniversity Research Center for the Analysis of Organizations (CIRANO) looked at the subject in a Burgundy report entitled “Your company’s reputation: is it your most strategic asset at risk?” Five risk factors were identified:

  • the emergence of social media;
  • the complexity of business operations;
  • societal expectations of businesses;
  • increased seizures as a result of accidental events;
  • public satire about business.

Ten years later, while the so-called “court of public opinion” has gained great importance, this list should be updated with ideas that have become important in reputation management:

  • preparedness for the risks of different types of potential crises (organizational, technical, environmental, mores);
  • socially acceptable;
  • ESG factors (environmental, social and management);
  • reputation deficits stemming from negative media coverage.

THE LEADER OF AN ORGANIZATION WITHOUT FOCUSING ON ITS REPUTATIONS ON DASHBOARDS CAME TO THE WALL …

Lots of reputations, really?

Yes.

Each individual has, in his or her private life, some reputation related to love, family, friendship, work, art and sport, etc. that – like the facets of a soccer ball – are interconnected.

When a person has a role in public life, this aspect is of such great importance that – as on a roller coaster – it can rise and fall! This is known as reputation gains and losses.

Take the example of actress Anne Casabonne. Talented, the well -known missing and cohesive characters may never return to the small and big screen. Why?

Because his statements about vaccination could alienate contractors from his work, he has not yet mentioned his candidacy to Éric Duhaime… At the same time-and unfortunately-he has become toxic for brands. So far, the pharmacy chain Accès Pharma has severed all ties with this “bride” with whom she has been associated for several years.

However, it is not always very easy to determine how the sympathy capital of a person or even an organization develops.

One of the companies whose reputation is particularly hard to check is Club de hockey Canadien which, 365 days a year, is the subject of news, gossip and opinion of all kinds in traditional media and social. Result: tens of thousands of press coverage, either articles or reports, have been broadcast in daily newspapers and tablets, on radio and television, and on incredible blogs about it!

To better understand the image it projects, it is first necessary to sort out this enormous amount of information and keep only the most relevant issues or the ones that most affect the brand. This is work that any organization should do, by the way. Here, the Pareto principle often applies: only 20% of stakes make up 80% of the reputation deficit.

Now, I believe that at least 18 elements circulating in the news are positively feeding the Montreal Canadiens, such as the arrival of Kent Hughes, the 2022 draft that could take place somewhere other than the metropolis or even the uncertain return of Carey Price.

This various issue affects four pillars on which its reputation is based:

  • the ice team
  • the off-ice team (the private company)
  • the employer of the players and administrative staff
  • the corporate citizen (blood clinics, blue white red ice rinks, etc.)

The importance of segmenting and measuring reputations

All SMEs and largest companies, government corporations, NPOs, employer associations and unions and public figures have an interest in raising their reputations – coherent, coherent, and sometimes different – in their diverse audiences, and measure their impact on different key audiences. .

One question, in closing: is reputation only linked to the media?

Of course not. I will come back here in the next blog.

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