Reputación corporativa no se trata de apagar incendios
Es común que en nuestra labor como estrategas y comunicadores contemos con poco tiempo para planear y nos enfrentemos a un día a día en donde nos pasamos apagando “incendios”, un trabajo que desde luego hay que hacer, pero que a la larga termina afectando el valor diferencial y la capacidad de anticipación de nuestras estrategias.
La reputación es el activo más valioso de todas las empresas y así mismo es el más frágil ante la percepción pública. Aunque estamos habituados a que la medición de la reputación se realice cada año, en esta nueva realidad de cambios veloces, tendencias sociales y usuarios hiperinformados con gran capacidad de generar contenido, la foto de la reputación que tenía nuestra empresa hace un año ya no funciona.
Necesitamos anticipar los cambios del mercado, estimar el riesgo reputacional y prever las crisis que puedan afectar nuestro activo reputacional. Esto se traduce en que es necesario tomarle el pulso y registrar lo que suma y lo que resta diariamente, porque la reputación termina siendo como el valor accionario de una Compañía que responde ante los estímulos positivos o negativos del entorno.
Al igual que en la bolsa de valores deberíamos tener entonces mecanismos que nos permitan monitorear analizar y medir las percepciones que afectan nuestro activo reputacional.
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