{"id":11788,"date":"2019-04-15T16:13:24","date_gmt":"2019-04-15T14:13:24","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=11788"},"modified":"2019-04-15T16:13:24","modified_gmt":"2019-04-15T14:13:24","slug":"reputation-is-built-from-within-2","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/la-reputacion-se-construye-desde-dentro\/","title":{"rendered":"Reputation is built from within"},"content":{"rendered":"<p>We have heard it said ad nauseam that the best protection against a <a href=\"https:\/\/proacomunicacion.es\/en\/consultoria-comunicacion-corporativa\/crisis-communication-6\/\">communication crisis<\/a> is to have a <a href=\"https:\/\/proacomunicacion.es\/en\/consultoria-comunicacion-corporativa\/comunicacion-corporativa-y-gestion-de-la-reputacion\/\">excellent reputation<\/a> and a dense network of support. Those of us in the wonderful world of corporate communications know that achieving these two things requires a lot of time and effort on the one hand and a lot of strategy and planning on the other.<\/p>\n<p>It is therefore a long-term task that also requires action on a day-to-day basis. In order to reap the rewards of a solid reputation, it is essential to act flawlessly with each and every one of the <em>stakeholders<\/em>starting with our own employees. To paraphrase the great master of internal communication, <a href=\"https:\/\/twitter.com\/pablo_gonzalo\">Pablo Gonzalo<\/a>There is no point in saying over and over again that our professionals are the raison d'\u00eatre of our brand if we do not demonstrate it every day or if we do not set out to help them become true prescribers of our brand.<\/p>\n<p>I firmly believe that it is not possible to have a good reputation without employees who are committed and aligned with the corporate purpose. But this does not always depend on their willingness or interest. In fact, it almost never depends on it. It is a responsibility that belongs unequivocally to the leadership team of the company or institution. Thus, this challenge should be permanently on the desk of the chief executive and the members of the Management Committee. To this end, it is necessary to provide management indicators (the famous KPIs). Let us therefore start measuring not only the level of employee engagement through work climate surveys, but also the level of employee recommendation (KPIs).<a href=\"https:\/\/es.wikipedia.org\/wiki\/Net_Promoter_Score\">NPS<\/a>) and their contribution to reputation indicators. Fortunately, there are several proven methodologies that can provide timely diagnoses and strategies for continuous improvement.<\/p>\n<p>These indicators can be aggregated and integrated into a scorecard to guide decision-making and action plans. In some cases these plans will require budgetary efforts that should be commensurate with the size of the challenge. It is at this point that we will be able to see if there is a real commitment to employee satisfaction and the consequent enhancement of brand reputation.<\/p>\n<hr \/>\n<p><a class=\"lightbox-added alignleft\" href=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2019\/04\/Jos\u00e9-Mar\u00eda-Palomares-FOTO.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-11796 size-thumbnail\" src=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2019\/04\/Jos\u00e9-Mar\u00eda-Palomares-FOTO-80x80.jpg\" alt=\"\" width=\"80\" height=\"80\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00a0Jos\u00e9 Mar\u00eda Palomares<\/strong><br \/>\nDirector of Communication and Institutional Relations of the European University of Madrid and President of Multinationals for Marca Espa\u00f1a.<\/p>","protected":false},"excerpt":{"rendered":"<p>Hemos escuchado hasta la saciedad que la mejor protecci\u00f3n ante una crisis de comunicaci\u00f3n es tener una magn\u00edfica reputaci\u00f3n y una tupida red de apoyo. Quienes nos dedicamos al maravilloso mundo de la comunicaci\u00f3n corporativa sabemos que conseguir esas dos cosas requiere de mucho tiempo y esfuerzo por una parte y de mucha estrategia y [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":11818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[26,30,31,581,43,925,582,418,32,926,78,927],"class_list":["post-11788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-proa","tag-comunicacion-corporativa","tag-comunicacion-interna","tag-consultora-comunicacion-interna","tag-consultora-gestion-de-la-reputacion","tag-crisis-reputacional","tag-empleados-comprometidos","tag-escandalos-reputacionales","tag-gestion-de-la-reputacion","tag-gestion-reputacion-corporativa","tag-kpis","tag-liderazgo","tag-proposito-corporativo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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