Public relations remains to this day a vital part of any organization. It is still the way to link organizations to consumers with the purpose of reflecting any kind of positive image of any products or services. It has also been sticking to its traditional role of reaching out to audiences with specific messages. While these characteristics are still in effect and make up the bulk of what a public relations specialist is all about, the field has emerged with more than just trying to get a message across and has taken on an even bigger role of what has been called a “reputation manager.”
Reputation is arguably the single most valued organizational asset. A specific relationship exists between reputation and success of an organization. Negative reputations can damage or destroy an individual or organization. Public relations isn’t just concerned with publicity anymore, but more so about overall strategic communications.
With social media continuously on the rise, it is blurring the lines between citizen journalism, marketing, and news because they are becoming vehicles for people to get their news even faster. This is in turn jeopardizing reputations for organizations and people everywhere, even faster. This is why reputation management is taking up a chunk of a public relations specialist’s time. It has become so crucial in the field of public relations.
Reputation management does not just go into effect when a crisis occurs. It involves developing proactive strategies to keep an organizations image positive all the time. A good image is a terrible thing to lose and may never be obtainable again if lost.
Reputation management will continue to become a major focus of public relations because the strategic approach speaks messages more clearly to the public.