Your Reputation Precedes You: Manage It Wisely

Your Reputation Precedes You: Manage It Wisely

By Lois Whitehead, Public Relations Manager

Reputations take years, even decades, to build. As recent history has shown, however, they can be irreparably tarnished in a moment’s time.

Since business scandals have escalated, establishing a positive corporate reputation matters now more than ever. The challenge to reputation management is to build, maintain, enhance and defend a company’s or profession’s reputation in perpetuity. The Society advocates for the profession through strict ethics guidelines, through support and involvement in enhanced federal and state legislation affecting CPAs, and through year-round educational conferences and courses.

How can you as a CPA control your reputation and in the process make a difference for your clients, your company and the profession?

Before answering this question, remember that a reputation has its own DNA, the specific components of which constitute an organization’s credibility. Many things—brand, public viewpoint, customer relations, image and quality of service—affect a company’s reputation.

Ask yourself the following questions:

Awareness: How well known is your company compared to its competitors? How well known are its brands or types of service? How often do you find your practice mentioned in the business page?
Loyalty: How attached are clients to your brand? Have they recommended you to others?
Quality: How satisfied are your clients with the level of service you provide? What is most important to your client? What are the elements that drive quality? How do your competitors stack up?

Working with media is another important component in building a good reputation. When you are quoted in the newspaper or interviewed on radio or television, you provide consumers and businesses with your perspective and expertise on topics large and small. Your timely quotes can leave a lasting impression on the audience.

And, if you haven’t already, now is the time to work with your chapter president or chapter public relations liaison to promote local accounting events and developments and to brainstorm topics for media interviews. Maintaining a high level of contact with the media can expand your brand name and elevate your place and the profession in the business community.