Reputation Reputate Repute
I was a panelist at a thoroughly enjoyable event for NYU masters of communications students earlier this week. Joining the panel was Ray Jordan, corporate VP of public affairs and corporate communications at Johnson & Johnson. He began his presentation on the importance of reputation in this ever changing world and talking about how he was convinced that reputation is not a noun but a verb – something that is done. The three steps to reputating are to make sure people understand who you are, second to do the right thing and third get caught doing the right things. The ideas of getting caught at doing the right things is plain infectious!
At the Reputation Institute, their fine work focus on “reputable” companies and companies of “repute.” I guess no matter what you call it, reputation is still all about building one’s good name for lasting advantage.