Brand journalism analysis
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“Public Relations” has breadth and depth above and beyond media work and for this reason there are a few changes happening to Firefly’s branding.
Over the last thirty years, Firefly has offered many services that have shaped the reputations of organisations around the world, from bootstrapped start-ups to truly household names in the technology sector. This reputation shaping work has spanned not only media, analyst, content and marketing but also the worlds of leadership, internal and customer communications.
Today we launch Firefly: The reputation shapers™, a truer reflection of Firefly’s capabilities and proud history. And here’s why we think reputation is important.
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 like to thank you for being with us on this journey – if you’d like to know more, please contact us and let us know what you think. You can also request a copy of The Firefly Guide to Shaping Your Reputation using the link below – it’s a very brief precis of our thoughts on reputation management, and a look at some of the companies that have gotten it right – or wrong. Let us know who you are and we’ll pop it right over.
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