{"id":32713,"date":"2023-09-14T11:40:25","date_gmt":"2023-09-14T09:40:25","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=32713"},"modified":"2024-03-13T06:12:09","modified_gmt":"2024-03-13T06:12:09","slug":"a-new-model-of-reputation-management-based-on-the-expectations-that-really-matter-to-stakeholders","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/un-nuevo-modelo-de-gestion-de-la-reputacion-basado-en-las-expectativas-que-realmente-importan-a-los-stakeholders\/","title":{"rendered":"A new reputation management model based on the expectations that really matter to stakeholders"},"content":{"rendered":"

The advisor to PROA Comunicaci\u00f3n Juan Cardona<\/a><\/strong> has presented a new model for corporate reputation management in the International Marketing Congress AEMARK 2023<\/strong><\/a>held at the ESIC University<\/strong><\/a> (Madrid). The model is the result of the work developed in the Intelligence & Society research group of the University of Malaga<\/a><\/strong> (UMA), under the direction of the Vice-Chancellor of this university, Pilar Alarc\u00f3n<\/strong>and Communication teacher Ana Mar\u00eda Casado<\/strong>.<\/p>\n

\"Our aim is to offer companies a model for corporate reputation management<\/a> simple, as a scorecard, enabling managers to focus on what really matters to their stakeholders<\/em><\/strong>\", he assures Juan Cardona<\/strong>, author of the research<\/strong>.<\/p>\n

To achieve this, the focus of most current models, which focus on measuring - with a high degree of complexity - the performance of business behaviour according to various variables, has shifted. On the contrary, the new model focuses on identifying cognitive frameworks<\/strong> (\"frames<\/strong><\/em>\") that modulate stakeholder perceptions<\/strong>.<\/p>\n

\"If we understand reputation as consisting of building lasting links between the company and its publics<\/strong>It is more important to understand and respond to the expectations of the stakeholders<\/em> than simply communicating our successes,\" says Cardona.<\/p>\n

Specifically, the following have been identified frames<\/em> that have the greatest impact on corporate reputation<\/strong> and which are common to all stakeholders. Excellent management of these five expectations is the basis for a good reputation:<\/p>\n

    \n
  1. \u00a0Brand<\/strong>Expectations about the brand affect the attractive image of the company and its ability to generate positive feelings among people. A strong brand can have a significant impact on reputation.<\/li>\n
  2. Performance<\/strong>Performance expectations: Performance expectations are based on the assessment of whether the company meets the expectations it generates. Customers and other stakeholders value a company's ability to deliver results.<\/li>\n
  3. Transparency<\/strong>Transparency is essential in corporate communication. Expectations related to transparency focus on whether the company provides clear and sufficient information about its activities, products and services.<\/li>\n
  4. Integrity<\/strong>ethical expectations are central to reputation building. This refers to whether the company acts ethically and honestly in the marketplace, which is crucial for perceived credibility and reputation.<\/li>\n
  5. Purpose<\/strong>In a world increasingly focused on social responsibility, expectations of social impact are essential. This includes the company's contribution to improving society through sustainability, gender equality, diversity and social responsibility.<\/li>\n<\/ol>\n

     <\/p>\n

    The research, which is in the process of academic validation, has involved a field study carried out between 2019 and 2021, which covered seven countries and 39 financial institutions<\/strong>. A representative sample of the general population in each country was considered, including customers and non-customers of the brands. A total of 50,999 surveys were collected.<\/strong> using an online questionnaire.<\/p>\n

    \"In an increasingly interconnected world, where opinions spread rapidly, understanding and managing expectations is a key issue. multistakeholder<\/em> key is essential for business success<\/strong>\"concludes Cardona.<\/p>\n

    If you are interested in learning more about the corporate reputation model of PROA Communication<\/strong> and related management services or require further information, please contact us: info@proacomunicacion.es<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

    El consejero de PROA Comunicaci\u00f3n Juan Cardona ha presentado un nuevo modelo de gesti\u00f3n de la reputaci\u00f3n corporativa en el Congreso Internacional de Marketing AEMARK 2023, celebrado en la Universidad ESIC (Madrid). El modelo es fruto del trabajo desarrollado en el Grupo de Investigaci\u00f3n \u201cIntelligence & Society\u201d de la Universidad de M\u00e1laga (UMA), bajo la […]<\/p>\n","protected":false},"author":28,"featured_media":32450,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2338,131],"tags":[2264,2265,2266,2256,7,2267,2268],"class_list":["post-32713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad","category-noticias","tag-congreso-internacional-de-marketing-aemark-2023","tag-esic","tag-intelligence-society","tag-juan-cardona","tag-proa-comunicacion","tag-reputacion-corporativa","tag-universidad-de-malaga"],"yoast_head":"\nLuc\u00eda Casanueva: Escuchar con los ojos<\/title>\n<meta name=\"description\" content=\"La mala comunicaci\u00f3n es una poza de emisiones estancadas donde no se han escuchado con atenci\u00f3n las opiniones ajenas.\" 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