Earning Reputation, Enhancing Performance: The Era of Repuformance

by Sean Trainor:

Strategic communications – a function that often finds itself at the crossroads of two seemingly disparate objectives: performance and reputation. Some say it’s about boosting the bottom line, others argue it’s all about polishing the company’s image. But let’s cut through the noise. The truth is, it’s both. And if both aren’t aligned, you’re destroying your brand.

Inside Out: Engaging Hearts and Minds

Let’s start internally. Here’s a wild idea: maybe internal comms isn’t just about sending out stuff through the occasional newsletter or the annual town hall. Maybe, just maybe, it’s the secret sauce to driving innovation, learning and growth. Stay with me.

Employees aren’t cogs in a machine; they’re people with purpose and passion to make an impact. Thay are your brand. If you want them to innovate, you need to communicate. Clearly. Consistently. When people know what they’re working towards and why it matters, they’re more engaged.

Engagement isn’t just a nice-to-have; it’s a competitive advantage. It’s what turns a good company into a great one. And it starts with internal communications that do more than inform – that inspires and involves your greatest asset.

The Brand Advocates You Can’t Afford to Ignore

Now, let’s talk about reputation. It’s easy to think of it as the domain of PR. But in the true sense of public relations, your employees are your most salient publics, your most powerful brand ambassadors. What they think about your company, and more importantly what they say and do, carries more weight than any glossy ad campaign.

In today’s social media-driven world, employees can broadcast their experiences to the world in seconds. Happy employees? Brand ambassadors. Disgruntled ones? Brand assassins. This is why internal comms isn’t just about boosting morale – it’s about shaping your external reputation from the inside out.

If you want a strong reputation, start by getting your internal house in order. Treat your employees well, communicate authetically, and they’ll champion your brand like no one else can.

Outside In: Beyond Reputation

External communications often get pigeonholed as purely about reputation management. And yes, managing your reputation is crucial. But reducing external comms to just that is a mistake.

Good external communications do more than make you look good; it boosts performance and maintains your licence to operate. Take stakeholder engagement. Whether it’s suppliers, partners, or regulators, clear communication drives alignment. And alignment drives efficiency and effectiveness. When everyone’s on the same page, things run smoother. Mistakes are fewer, processes are faster, and outcomes are better.

So, if you’re still thinking of external communications as just a tool for reputation management, it’s time to think again. It’s a strategic lever for improving business performance.

Trust: The Ultimate Crisis Currency

Now, let’s talk about trust. It’s the cornerstone of any relationship – personal or professional. And it’s especially critical in times of crisis.

When a company faces a crisis, trust is its most valuable asset. If you’ve built trust through consistent, honest communication, you’ll weather the storm better. People will give you the benefit of the doubt, believe in your recovery, and stick with you.

If, however, you’ve been playing fast and loose with the truth, or neglecting your communications, you’ll find yourself in hot water. In a crisis, there’s no time to build trust – you either have it, or you don’t. And if you don’t, good luck.

Performance, Brand and Reputation: POW! BAM! RIP!

So, what’s strategic communications really about? Improving performance or building your brand or enhancing reputation? The answer is all three. Always. Because here’s the kicker: they’re not separate. It’s a symbiotic relationship.

A company that performs well builds a solid reputation. A solid reputation, in turn, drives better performance by attracting top talent, loyal customers, and supportive stakeholders. It’s a virtuous cycle. If you let your reputation get ahead of your brand or vice-versa, you are destroying your brand.

The best companies don’t see performance and reputation as competing priorities. They are a dynamic duo. Your Batman and Robin. They know that you can’t have one without the other. And they use strategic communications to connect the dots, ensuring that your brand flourishes

The Provocation

Here’s a thought: in today’s interconnected world, is it even possible to excel in performance without also excelling in reputation? Or to have a stellar reputation without strong performance to back it up? The lines are blurred. The days of choosing one over the other or turf warfare are gone.

Strategic communications isn’t about making a choice. It’s about making the connection. It’s the bridge that ensures your performance and reputation are in sync, driving each other and your brand to new heights. Ignore it at your peril.

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Sean Trainor is Founder of Salient Communication Group and Safe Places To Work. He has 25 years’ experience of leading and providing senior counsel on corporate communication and brand engagement for major organizations across multiple sectors. He is recognized as one of the Top 101 global influencers on employee engagement, and features in PR Week’s Middle East Power Book 2024, described as the definitive guide to the “brightest and most influential PR professionals in the region.” Sean is a #WeLeadComms honoree.

Written by: Editor