Page 63 - Crisis Communication Practical PR Strategies

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3 Image as a part of

corporate strategy

Building reputation for long-

term benefit

Tom Gable (United States)

Introduction

The major national media regularly rank the most admired corpora-
tions in the United States, listing the core values that helped them gain
fame. Is the effort just the business equivalent of selecting the most
popular in the high school yearbook? Or should companies and
organizations concern themselves with image and reputation?
Definitely the latter. According to studies over almost two decades
by Charles Fombrun (author of Reputation and Fame and Fortune) and
others, intangible assets such as reputation may provide companies
with a more enduring source of competitive advantage than patents,
innovative design, clever marketing and proprietary technologies. But
reputation is neither hyperbole nor what political commentators refer
to as ‘spin’ (where the strategy is to interpret or manipulate a state-
ment or event from a particular viewpoint, especially in a way meant to
sway public opinion and, in the case of a crisis, forestall or mitigate
negative publicity).
Companies can’t simply claim leadership, operating superiority,
dedication to world-class service or other attributes in their marketing
and PR copy. They must build image into their corporate strategy,
then develop the culture and operating practices that bring the repu-
tation to life for all their target audiences. They must be prepared to
‘walk the talk’ over time, turning the name and brand into a valuable
asset with everyone it touches.