What is Reputation Management?
Reputation management is the systematic communications work of measuring, monitoring and protecting, over the long term, how a brand is perceived by the public, the media and its stakeholders. The goal is to strengthen positive perception and to manage potential reputational risks before they escalate into a crisis.
- Term
- Reputation Management
- English term
- Reputation Management
- Topic
- Core concepts
- Glossary
- Brandworks PR Glossary
How is reputation management put into practice?
Reputation management starts with media monitoring, sentiment analysis, stakeholder feedback and a risk map. Visibility in search results and AI-generated answers is also part of reputation today, so online reputation management runs alongside digital PR and content work. While positive perception is reinforced, crisis signals are caught early, so reputation is managed every day, not only in a crisis.