READING BOOK TODAY:
CHAPTER 8 & 10
REPUTATION MANAGEMENT: A DRIVING FORCE FOR ACTION
AN ISSUES-CRISIS PERSPECTIVE
Reputation is an estimation of a person or a thing (Mahon&Watrick 2003). Hence, reputation is essential to everyone to maintain it due to the importance of one organization.
Since reputation can be the estimation of a thing, issues also have reputations (Mahon&Wartick, 2003).
Therefore, as a practitioner, we need to tackle the bad issue to gain back the reputation of one organization.
Do you know that Oreo cookies had ever faced the problem of bad issue?
In September 25th 2008, the biggest and most popular forum website reported that Oreo was one of the 28 food products that contained the illegal milk from China.
Oreo cookies were since declined in almost all the markets in the world.
What do you think the Oreo practitioner solve this problem?
The Oreo factory in Indonesia has come up with an idea of advertising it again with an endorsement saying that Oreo is “MADE IN INDONESIA” instead of “MADE IN CHINA”.
Besides, the advertisement features the picture of a father with his two sons came to the Oreo factory in Jakarta as he was firstly doubted Oreo cookies and wanted to check it by himself that Oreo cookies is actually harmless.
Hence, from the example above we know that issues scanning assists in the identification and awareness of the potential issues an organization may face (Howell 2006).
Monitoring and analysis of the issue aims to measure the potential financial, social, and political impacts of the issue on the organization (Howell 2006).
That is why there is such thing as life of crisis.
Crisis affects one organization and prevents the company from functioning properly.
Crisis threats the organization’s reputation and public or audience perceptions of the organization.
Hence, as the practitioner, we have to be aware of the crisis around us.