Reputation is What Others Think You are

An important factor influencing an organization’s reputation is how it is represented in the media. With this in mind, Kimball Hughes PR recently ran an independent survey of business professionals to get their perspective on how media coverage of their organization reflected on their reputation and, ultimately, their brand.

What we found was broad dissatisfaction among respondents with how their brands are perceived and represented through the media.

Among two significant reputational goals — having a regular presence in news media and being clearly differentiated from their competition in those media — a clear majority of those surveyed (more than 60 percent) did not believe these goals were met.

If these findings are any indication, brands hoping to benefit from any post-COVID economic boom have significant work to do in working with the media.

Survey results:

My organization’s reputation, as it is communicated in the media, social media and other public venues, represents our stated mission, vision and values.

  • 9% Strongly agree
  • 45% Agree
  • 18% Neutral
  • 27% Disagree
  • 0% Strongly disagree

Senior leadership is regularly quoted in news and trend stories about our industry.

  • 0% Strongly agree
  • 18% Agree
  • 18% Neutral
  • 27% Disagree
  • 36% Strongly disagree

If I conducted a Google News search today of topics most important to my industry, I would find my organization quoted or written about in recent news from legitimate, third-party business or trade media outlets or sites.

  • 9% Strongly agree
  • 9% Agree
  • 18% Neutral
  • 9% Disagree
  • 54% Strongly disagree

Our brand reputation, as communicated by the media, adequately differentiates our organization from competitors in the markets we serve.

  • 0% Strongly agree
  • 18% Agree
  • 9% Neutral
  • 36% Disagree
  • 36% Strongly disagree

Worried about your brand’s reputation? Contact Kimball Hughes PR for a free, no obligation SWOT Analysis of your brand’s reputation within the media that provides top line, practical and actionable advice on what you can do to make improvements.

Hotel reputation management in the age of the instant review

Yelp, TripAdvisor, Hotels.com… The web has given travelers have so many ways to evaluate, select, book and review hotels. How do hotels manage their reputations proactively and honestly?


Hotels must actively manage their online reputations.
Unique Hotels Group / Foter / CC BY-SA 2.0

Our president Gary Kimball has some advice, which he shares with Hotel Business Review:

Hotels should look at how they are allocating their precious marketing and public relations dollars. This means comparing the value of social media buzz to advertising and print and broadcast media coverage. A review in a popular blog or traditional media like The New York Times or Travel + Leisure can do wonders in building awareness. But those readers may still seek online reviews before making decisions.

Read more at HotelExecutive.com.

Ignorance Is Not a Brand Attribute

Media outlets everywhere have covered Groupon's Presidents' Day marketing stunt. The question is if this hurts or helps the brand in the long term.

Many media outlets, like the Chicago Tribune, have covered Groupon’s President’s Day marketing stunt. The question is if this stunt hurts or helps the brand in the long term.

As marketing tools, sometimes stunts work. They get the media’s attention. They take your brand “viral.” They get people talking about you. They create “buzz.”

When activists delivered a 13-foot tall gluten-free cake to Capital Hill in May 2011 to advocate that the Food and Drug Administration enforce gluten-free labeling standards, the stunt worked. There was plenty of media coverage. It supported the mission to which the activists were committed. It alerted consumers to issues surrounding the food they eat.

However, Groupon’s latest stunt – calling Alexander Hamilton “undeniably one of our greatest presidents” to promote a Presidents’ Day special – will not serve the brand well.

Sure, Groupon is quirky. Some might say it’s quirky to the point of being ridiculous. I’ll also grant you the Groupon stunt is getting buzz. There’s plenty of media coverage (heck, it prompted me to write this spiffy blog post).

But this stunt also gives the impression Groupon doesn’t know the facts (e.g., Hamilton was U.S. Secretary of the Treasury, not President). In trying to look too cool for school, Groupon instead comes across as out of touch with details – something that might make consumers wary. Thoughtful consumers might at first be amused. But on reflection, will they trust leaving their credit card information with a company that portrays ignorance as an attribute?

Hamilton’s briefly mistaken moment in U.S. presidential history won’t sink Groupon – assuming people are still using it. In fact, in the short run, it will have everyone talking about Groupon. That is what stunts do; they create buzz.

It’s the long run that is a problem. How does Hamilton fit the brand? More importantly, how does portraying a fundamental misunderstanding of history convince consumers to spend their Hamiltons, and Washingtons and Lincolns with Groupon?

Any good public relations professional will tell you buzz doesn’t always last and stunts like this don’t help the long term reputation of Groupon with consumers.

Mr. Hamilton would not be amused or impressed by Groupon’s stunt. Those using his likeness shouldn’t be either.