The Firefly Guide to Shaping Your Reputation

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If your company exists, someone has an opinion about it

Whether that opinion – your reputation – is formed in seconds or over years, it dictates how that person interacts with your company and what they say to others.

It’s no secret that organisations with brilliant reputations outperform their rivals; studies have shown that reputation makes up 41% of the market value of the FTSE 100. Organisations with good reputations recruit and retain better staff – unsurprisingly, 70% of jobseekers say that reputation is important when considering a role. And for every percentage point of reputational improvement, companies see a similar improvement in purchase intent from customers and prospects.

Companies with great reputations are more likely to rank highly above their competitors in terms of loyalty and sustainable profitability. Some organisations have solid reputations in some countries and shaky ones in others, but those who succeed enjoy greater leverage with suppliers, exert a stronger influence over stakeholders and succeed with leaner marketing spend because of better brand recognition.

Isn’t is hard to measure reputation?

Reputation often feels intangible, but it’s simply the sum total of perceptions, good and bad, held by others: Staff, shareholders, customers and prospects.

Or think of it like this: your organisation’s P&L is made up of each asset or liability, income or outgoing. Your reputation is no less tangible; it’s made up of every action, word or interaction that you, your staff and your leadership team have ever had with other people and organisations. It’s not just what you’ve said – it’s what you’ve done and how you’ve done it.

What do we do?

For the last thirty years, Firefly has been helping organisations shape their reputations by working with media, influencers, analysts, staff and other third parties. This includes:

– Increasing visibility and ‘magnetism’ to attract prospects

– Spreading the word about customer delight

– Optimising engagement with the workforce

– Establishing and growing admiration for leadership teams

– Driving globally consistent and locally relevant communications across Europe

Our team acts as a self-sufficient extension of yours; we’re full of enthusiasm and new ideas, we’re not needy, and we prioritise understanding your company and its environment to make sure we’re acting in line with your values and operating model.

We’d love to hear from you, so if you need help with any of these things, or have questions or thoughts on the guide, please do drop us a line on hello (at)

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

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