When building a company's reputation there is a process and structure to follow, a solid and tangible set of tools need to be utilised in creating standards and benchmarks which ultimately make it easier to measure and monitor the company's reputation.
Managing reputation is dependant on one crucial factor and that is communication. It has to be driven from top down, with commitment at the highest management level. It is essential for any company to understand that the full impact of earning and building reputation is the catalyst for change. The CEO ultimately has the challenge of integrating it into the business model and placing it as an integral focus of the business. The working knowledge and skills then need to be imparted and embraced by middle management, results have to be monitored to provide a reality check and then filter down to all levels of the business with a set of skills appropriate to each level.
The basic principles of reputation management are: Preempting a situation, Preplanning for an eventuality, Honest communication at all times & Being solutions driven.