The Public Relations Institute of Southern Africa (PRISA) hosted a workshop on Reputation Management, on 4 March 2013. The workshop was facilitated by Peter van der Schyff CPRP, communication consultant and owner of Pringle – Scott Communication.

Peter opened his presentation with a quote by George Washington: “Associate yourself with men of good quality if you esteem your own reputation. It is better to be alone than in bad company.”

The workshop focused on the continuous monitoring of reputation and image of organisations, as one has to effectively manage the perception and the impressions held by all stakeholders.

Peter pointed out that companies must use the two-way symmetrical model of public relations to interact with their stakeholders. Issues that might affect the brand’s reputation in the long run must be carefully monitored through effective two -way communication.

Covered in the workshop were the six pillars of corporate reputation management namely:

• Social responsibility  
• Product and services
• Emotional appeal
• Financial performance
• Vision and leadership
• Workplace environment  

Peter also emphasised the following factors that influence company reputation: the media, competitors, suppliers, employees, investors, and customers.

Left to right: Wanda Pretorius (GIBBS), Thabisile Msomi (Gauteng Provincial Treasury), Elzette Schuster (Eris Property Group), Puleng Lemao (Eskom), Peter van der Schyff (Facilitator) and Themba Luthuli (PRISA Intern)

written by: Themba Luthuli