Thoughts on content and reputation creation

November 03, 2013

Thoughts on content and reputation creation

I attended the Council of PR Firms Critical Issues Forum a week or so again. I always enjoy attending because I learn something that sticks with me. The topic was all about Content Frenzy which certainly resonated with the attendees. The panels were stimulating and overall, an A+ event for those of us in this industry who are watching what is content change before our eyes. Of course, I have to tie everything back to my main interest in reputation, so here goes:

1. Media pundit Jeff Jarvis said that “messages are dead.” He said that we should be in the relationship business and worry less about messaging. Makes sense to me if you are building reputation. Communicating that want to be perceived as the most innovative company, the most admired company, the best place to work, the most global, etc. does not stick for long in people’s minds as much as creating the feeling that a company cares about you as a customer, wants to listen to what you have to say and works hard to retain your business.

2. News Corps’  Strategy VP Raju Narisetti said that companies are not competing for audiences but for our time. That’s the honest truth. Companies have to recognize that there are so many hours in the day and everyone is overextended and bombarded with messages. Good storytelling is the answer and knowing how to do it well is an art as well as a science. Six second Vine videos might just do the trick. He also said that native advertising was a faustian pact that could cause serious credibility problems (ouch!) and damage reputation (ouch!).

3. Harvard Business Review’s editor-in-chief Adi Ignatius said something that certainly perked up my ears. He said that everyone today is a thought leader. He is right. Everyone provides content. I consider myself a thought leader and it did not feel good to hear that my competitors are everywhere. I have been learning too that everyone is a reputation management expert. I might have to figure out something else to do. Reputation-wise, companies and CEOs with a thought or two of their own are competing with everyone else’s content storms. Everyone is overwhelmed with a glut of content, so said Amy Webb of webbmedia. She is someone worth following.

4.  Small data is more relevant than big data. I dont know who said it but it is profound. I agree. We are so focused on the very big data, that we are missing the more relevant, localized, individualistic insights that can break through our universal content overload. When it comes to reputation, maybe we should be focusing on the small conversations and not the “most popular” ones. We might learn alot more by following one person over time than following an entire army of tweets and posts. Maybe, also, it is the smaller and more incremental reputation enhancement steps that matter than the large, broad big efforts that companies tend to embark on and hammer us with. I am not sure but I know it is true when it comes to reputation recovery.

Tomorrow is Monday…have a good week!

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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.

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