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Why Investing in Reputation Management is Crucial for Your Business Strategy

By Adam Petrilli for Entrepreneur

Business reputation is the public perception of the brand, its products or services and its treatment of employees and customers. A good reputation serves a company well, but a lousy reputation inflicts damage and potential ruin.

That is not to say a company cannot come back from negative reviews or missteps. Reputation management is a tool to influence conversations and perceptions about a brand or enterprise. While useful for image repair, it is also an asset for well-established, clean image management.

Reputation is like currency; the better you manage it, the richer you are for it. Most business leaders understand the value of public image but are unsure how to harness and control it. They better manage tangible assets and operations than intangibles, like brand equity, goodwill and intellectual capital.

Still, inadequate reputation management has tangible consequences. Corporate and small business leaders must adhere to a proactive approach, committing to risk assessment and correction to avoid common pitfalls. Reputation management is an investment of time and money but creates the foundation for tremendous advantages and growth.

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