Nowadays, when we talk about corporate reputation, it’s clear this is defined by the perception of a company from different stakeholders. However, in the world of communication, and especially public relations, we believe the definition embodies the responsibility to examine our environment and adapt our strategies to the ever-evolving media and new communication channels, especially in the digital environment.

At Marco de Comunicación, the most-awarded agency in Spain for the seventh year in a row, we know that to create a good reputation takes time and requires a lot of financing and effort. However, a simple tweet, photo or an out-of-context phrase, can create a crisis for a reputation, and if no contingency plan has been prepared, then the entire reputation could be ruined.

The context of globalisation that we live in has generated a shift in the role of consumers, with greater interest and demand both to governments and companies, forcing them not only to review their Corporate Social Responsibility (CSR) policies, but also to advance and apply better innovation to their communication of these policies. Reputation is one of the aspects which is most valued and acts as an essential element for creating confidence with current and potential clients, suppliers and the general public.

All of this means social media has truly enriched the classic scheme of communication. Companies and agencies must have a “Digital Attitude” and understand their relationship with the public as a live and continuously open conversation. Therefore, as well as integrating social media into our 360º strategies, made by Influencia at Marco de Comunicación, our agency is specialised in digital marketing. Influencia is defined by their relationships with the online community, especially with influencers. The market now recognises their capacity to generate an online reputation by associating their image with particular influencers, and these figures are a breath of fresh air as they tend to be very different from the traditional brand ambassador.  

A company’s target audience has evolved in such a way that they have developed a cognitive barrier to traditional communication of brands. They also recognise the ‘behind the scenes’ of marketing and demonstrate an active role, participating in brand storytelling thanks to social media. Nowadays, it is not enough to be a standard company, that is to say, even efficient management which is integrated into company ethics, great innovation, products and services, a good work environment, social corporative responsibility, financial results and leadership, is not sufficient. In addition to this, it is essential to know how to communicate all of these key aspects.

For Marco de Comunicación, the cornerstone to our communication strategies is the construction of storytelling which integrates the values of the organisation and their key messages. The positioning and mirroring of these values can be achieved through initial internal analysis and its reflection, then comparing this to an external analysis. For this, we apply the technique IMSI (Inform, Mobilise, Survey, Interact), an integral approach that Marco de Comunicación has developed in order to construct attractive 360º storytelling for all stakeholders. The application of these principals offers us an accurate diagnosis of what is real corporate reputation, alongside our vision or image, in order to construct and adapt communication around reputation.

The reputation of a company is a key asset which should be placed at the centre of every communications strategy. A good corporate reputation is a strength which generates value for the company, and also sets the foundations for solving any potential crises, in addition to promoting pride within the company, and of course to attraction new talent. For a professional, their reputation helps to increase their credibility and client portfolio, a company works in the same way, and so a good corporate reputation is key to helping increase results and achieving goals.