Evidence-Based Reputation Management

Abstract

Reputation management today must be based on evidence. Without evidence, a company is like a log drifting down the rocky rapids of reputation. If a company is not aware of its own reputation, it cannot manage it. However, the ability of the decision-maker to interpret and distill the information is equally important. This is because good information is heavily outweighed by poor quality information dressed up as research data. Indeed, in terms of management, this bogus information can be detrimental and lead a company in the wrong direction. Business leaders must be able to discern between valuable and worthless information, just as they do between good and bad argumentation, high-quality and low-quality journalism, and meaningful and meaningless communications.