Book review: Strategic Reputation Management
In her new book Strategic Reputation Management, crisis communications expert Amanda Coleman argues that reputation is earned and not managed.
Strategic Reputation Management takes a broad view of business strategy, methodically analysing how to build up and maintain a positive reputation for an organisation and how to deal with crises when they occur.
It marks a departure for author and practitioner Amanda Coleman, whose previous books (Crisis Communication Strategies, 2023 and Everyday Communication Strategies, 2022) took a pure communications focus.
She argues that in this era of technological change, low trust and post-COVID ramifications require a fresh look at what makes a reputation and its management.
It comes from Coleman’s 20 years of experience in emergency services communication and as a member of boards of specialist advisory groups such as the UK’s Emergency Planning Society Communication Professional Working Group. She is a Fellow of both the CIPR and PRCA.
She begins by deconstructing the definition of reputation: what makes a good one and what happens when it goes bad. She is clear on the competitive advantage of reputation and what’s at stake in getting it right.
Strong sections cover the role of CEO, ethics, post-crisis recovery and measurement, and the future of reputation management. The guides and frameworks provided in each chapter enable the reader to consider creating or improving processes within their own organisation.
Coleman questions the role of communications and public relations in reputation management and crisis response. She answers emphatically and repeatedly.
“[…practitioners] should beware of becoming too closely aligned with reputation management lest they become the sole accountable party (without control of all the key factors).”
There’s also a call to action for organisations to use communicators more strategically.
“Communication is not effective in a crisis if it is just used as a way of posting out updates and information. It must operate strategically, adhering to the principles and defining the actions required to build trust and confidence throughout the crisis.”
There is much to chew on here for leaders and communicators at all levels, with advice and tools specifically for practitioners.
Coleman makes clear that managing reputation is like painting the Forth Bridge – it never ends, and there is plenty of guidance on how to maintain an always-on operation, in detail and including every area of the business.
As befits the subject, Coleman’s writing style is cool, calm and clear while deploying prose that packs a punch where necessary to drive a point home.
“The main problems when considering how to introduce effective reputation management all relate to people.”
Strategic Reputation Management offers an important contribution to business and reputational thinking. Its in-depth analysis of what reputation means to a modern organisation, allied to clear, actionable advice for management, measurement and crisis handling, is invaluable.
Strategic Reputation Management: Identify strengths, manage performance and protect your brand
Amanda Coleman
November 2024
Kogan Page, £30
About Claire Munro
Claire Munro Chart.PR, CMktr is an award-winning communications professional and manager with almost 20 years’ experience in PR, in the public, private and third sectors, currently working in telecoms.
Claire has served on the Committee of CIPR Scotland and holds a CIPR Diploma in Internal Communications and the AMEC International Certificate in Measurement and Evaluation. Claire is both a Chartered PR and a Chartered Marketer.