Corporate ReputAction

Much is discussed about the importance of working on Corporate Reputation, but how much do companies do to achieve a solid reputational foundation? Is there an interest in investing in long-term strategies that strengthen this area? At MGC, we believe there is, although there's still a long way to go for the departments that manage reputation to communicate their work in a way that is correctly interpreted by the different stakeholders.

According to a Corporate Reputation Study conducted by Ipsos Chile in 2022, 84 percent of citizens expect leadership positions to become more involved in the country's relevant issues, which clearly speaks to the expectations people have of companies and, above all, decision-makers.

In these times, where technology and access to information are readily available, people expect a lot of consistency from companies when they talk about caring for the environment or communities. That is, when they highlight the value proposition they publish year after year in their sustainability reports, it is expected that this will be consistent in action and not just words. 

Plato said, "There is no greater perfection in the bad than appearing good without being so," and that is precisely what we do not want in the area of corporate reputation, because beyond appearing, what the public opinion demands today, is to be.

Today, communities, and especially new generations, demand that companies manage what they have promised. That they invest in their value proposition, in their Corporate Reputation, but not only from the narrative but from concrete actions that are also recounted by their own protagonists.

Those who understand this will be able to build a healthy reputational cushion, as well as differentiate themselves from their competition, contributing also to their professional resume in the communications industry. But most importantly, they will have contributed to improving the quality of life of people.

So, the invitation is to reflect on the value of your company's reputation, what stage of development it is in regarding its management, and what concrete and real actions could spearhead your communications work.

Thus, the first question is what your path is, and the second, what will be the best strategy to traverse it. The answer to both, however, is absolutely linked to moving away from Plato's villain, that is to say, to not just stay in the promise, but to move to action.