What is Reputation and why is it Important?

There is an old proverb that says character is the story you write about yourself, a good reputation for the treatment of staff reputation is the story others write about you - let us hope “reputation” is a reflection of compared with other employers. Although that “character” written. reputation may be an intangible concept, a good one will demonstrably increase A corporate/company/association For any organisation, the achievement of worth and provide sustained competitive identity is constructed by how internal its objectives is the main reason for its exis- advantages. and external perceptions are evaluated tence and, with a good reputation among in relation to each other, a sort of its stakeholders, achieving those objectives Building a good reputation simultaneous mirroring process. An will be easily done. Clients will prefer to deal So it seems logical to work actively not only organisation considers and promotes itself with you instead of others and they in turn to build a good reputation but also to assess as a certain type, stakeholders monitor can influence other potential customers. any existing or potential threats to that this self-classification and if it matches Suppliers will be more inclined to trust your reputation and to take actions to avoid or their expectations it generates a positive organisation if you have a reputation for fair mitigate them. Whether or not we are pre- reputation. dealing. A potential employee will be more pared to manage these reputational risks is likely to prefer your organisation if you have another question.

12 You cannot control external perceptions Building a strong brand toward building competitive advantage. but you can make sure you deliver what you A good reputation helps to build up a Companies develop winning reputations by promise. If you do not deliver on a promise strong brand. A strong brand identifies how both creating and projecting a set of skills a credibility gap is created and your reputa- much your association is different from that their constituents recognize as unique. tion will suffer. Reputation risk management other associations and organisations. Great A reputation develops from a company’s is about recognizing the size of the gap. branding is about being exceptional; select uniqueness and from identity-shaping Make sure your behaviour and performance areas where you want to excel and work on practices - maintained over time - that lead is either consistent or exceeds expectations creating the reputation of delivering unique constituents to perceive the company as and that all stakeholders (suppliers, PCOs, excellence. credible, reliable, trustworthy, and responsible.’

Therefore continuously scanning your For any organisation, the achievement of its objectives is the external environment and opinions to main reason for its existence and, with a good reputation among ensure you are on a track will secure the its stakeholders, achieving those objectives will be easily done continuing support, trust and confidence of your stakeholders and partners. In that way, you are consistently delivering on the partners) are well aware of it. Be sure you • Do your members think this association promises to your stakeholders. clearly communicate your business vision, really and truly knows and cares about values, strategy and set the right ethical me? approach. Support policies and codes of • Is your association seen as the place This article was provided by the International conduct that guide your stakeholders ‘ where your members find expert and Association of Professional Congress Organisers, behaviour and decision-making so that your practical advice? author Patrizia Semprebene Buongiorno, Past goals are achieved in accordance with • Is your association seen as a strong, President and Council Member of IAPCO, and Vice business values. Extend these values and reliable advocate, partner and helper? President of AIM Group International, Rome, Italy. relevant policies to key partners in the • Does your association leave a legacy IAPCO represents today 120 professional organisers, supply chain and when organising a confer- and inspire people to achieve in an meeting planners and managers of international ence, be sure you hire PCOs that support extraordinary way? and national congresses, conventions and special your values. Be aware that external beliefs Professor Charles Fombrun, Professor events from 40 countries. [email protected] / and expectations change. You need to track Emeritus of Management at the Stern www.iapco.org change perceptions, requirements and expec- School of Business, New York University, tations of major stakeholders continuously and a leading international authority on and work on closing the gap between what corporate reputation believes that ‘to was good before and what is better now. achieve prestige requires a long-term outlook

13