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Sep 25, 2018

The difficult balance of Reputation


A reputation management is a difficult balancing act. We all recognize that it can take a lifetime to build a reputation and only a second to destroy it. This is not the case with the cab industry, which has built up a reputation as a troublemaker over the course of the past monopoly. With fame (for all) and profit (for some), today they are consistent to the end, with the best campaign of spin that the competition could dream of, in true #4PRGeeks fashion.

So let's talk about Reputation - my topic of choice. We all recognize the idea that reputation takes time to achieve and consolidate, but that it can easily be lost in the face of a poorly measured position or a less successful interaction.

This is the nature of any organization that is oriented towards the public, that interacts with them and that needs their positive feedback. Understanding the importance of this factor in the conduct of your activity and the impact it can have on your business and, even more so, knowing what to do to manage it effectively, is a challenge for a society in a state of flux. share constant. What risks do we face in this context and what do we need to know in order not to become particularly vulnerable?

For a company, it is more important than ever to think long-term, boosting resilience and connection with the market. Here, the value of Reputation takes pride of place, as a crucial element in a broad communication strategy aimed at transforming the organization into something recognized and legitimized by those to whom it is addressed, with clear effects on all dimensions of the business.

But this connection with the market requires constant effort. Miscalculating the public opinion can generate an adverse reaction, which produces the opposite effect to that expected and worsens the organization's reputation with its stakeholders. This inability can (almost always is) the step towards the abyss and catastrophe.

The cab industry's recent protest against competition and market regulation is a good example of this reputational catastrophe. In the recent past, we have been bombarded with images of heated arguments and aggression in public spaces, with a high level of media coverage. Despite the possible need for protection of the class by the sector's entities, the present sticks to the past.

My tip to the FPT and ANTRAL: urgently "take the pulse" of the context and redefine the strategy. Insanity is continuing to do the same thing and expecting different results. While the procession is still in the churchyard, the players increase market share.



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