{"id":2452,"date":"2022-12-15T13:06:17","date_gmt":"2022-12-15T12:06:17","guid":{"rendered":"https:\/\/stelb2m.com\/es\/?p=2452"},"modified":"2023-03-31T13:12:32","modified_gmt":"2023-03-31T11:12:32","slug":"gestion-de-reputacion","status":"publish","type":"post","link":"https:\/\/stelb2m.com\/es\/blog\/2022\/12\/15\/gestion-de-reputacion\/","title":{"rendered":"Lo que el Reputation Management puede hacer por su organizaci\u00f3n"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2452\" class=\"elementor elementor-2452\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18973d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18973d5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5673cf2\" data-id=\"5673cf2\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-dbc61b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"dbc61b1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-90cabfd\" data-id=\"90cabfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-294c163 elementor-widget elementor-widget-heading\" data-id=\"294c163\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Lo que el Reputation Management puede hacer por su organizaci\u00f3n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e2aac53\" data-id=\"e2aac53\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37012c1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"37012c1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a48a729\" data-id=\"a48a729\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba211e4 elementor-widget elementor-widget-text-editor\" data-id=\"ba211e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Ya casi nadie duda que la reputaci\u00f3n de una organizaci\u00f3n es uno de sus principales valores. Para las empresas cotizadas incluso es su principal activo frente al valor que le asigna el mercado y sus accionistas. Para una organizaci\u00f3n, la reputaci\u00f3n garantiza buenos clientes y la atracci\u00f3n de buen talento para seguir desarrollando una actividad de alta calidad y valor a\u00f1adido.<\/p><p>Hemos visto hace poco la crisis de reputaci\u00f3n del banco BBVA que finalmente tuvo que contratar una agencia para reparar su reputaci\u00f3n, adem\u00e1s de tener un responsable de gesti\u00f3n de reputaci\u00f3n. Volkswagen sufri\u00f3 un gran golpe en su imagen y reputaci\u00f3n a causa del Dieselgate. Los que hemos estado cerca de la gesti\u00f3n de esta crisis reputacional sabemos bien cual ha sido el esfuerzo y la inversi\u00f3n para paliar los efectos de \u00e9ste esc\u00e1ndalo.<\/p><p>Todav\u00eda no hemos vivido ning\u00fan \u201c<em>shit storm<\/em>\u201d o tormenta de quejas y difamaciones que afectara a organizaciones grandes y que traspasara el umbral de las redes sociales. Pero haberlas hay las.<\/p><p>Que la gesti\u00f3n de reputaci\u00f3n en una crisis es importante y parece obvio que hay que estar preparado esta claro. Saber lo que hay que hacer, quiz\u00e1s no tanto. Nosotros siempre indicamos que una buena previsi\u00f3n es fortalecer la reputaci\u00f3n antes de que pase algo y, sobre todo, crear canales de comunicaci\u00f3n de confianza y de valor.<\/p><p><strong>Que puede hacer la gesti\u00f3n de reputaci\u00f3n por una organizaci\u00f3n<\/strong><\/p><p>Incorporar a la vida diaria de una organizaci\u00f3n (empresa, despacho profesional, instituci\u00f3n p\u00fablica o privada, asociaci\u00f3n, fundaci\u00f3n o proyecto personal) la reputaci\u00f3n, le permitir\u00e1 saber en cada momento que opinan los clientes, proveedores, el regulador, la opini\u00f3n p\u00fablica y sus empleados de su organizaci\u00f3n, de sus servicios y productos y de sus dirigentes.<\/p><p>La gesti\u00f3n de reputaci\u00f3n se base en primer lugar en la <strong>escucha activa<\/strong> y en el <strong>an\u00e1lisis permanente de los mensajes<\/strong> del entorno. Los grupos de inter\u00e9s comunican no s\u00f3lo con la organizaci\u00f3n, sino tambi\u00e9n entre si y forman de esta manera la reputaci\u00f3n.<\/p><p>Para esta escucha activa deber\u00edamos tener un <strong>mapa exhaustivo de los grupos de inter\u00e9s y los <em>opini\u00f3n makers<\/em><\/strong> y de sus flujos de comunicaci\u00f3n. Este mapa utilizaremos para <strong>navegar en el mundo de la comunicaci\u00f3n<\/strong> para crear nuestros canales de c\u00f3mo comunicar y con que mensaje alcanzar a nuestro entorno relevante.<\/p><p>Frente a los conceptos cl\u00e1sicos de comunicaci\u00f3n, en el Reputation Management podemos <strong>comunicar con cada grupo de inter\u00e9s de forma individualizada<\/strong>. Cuando hay una noticia no muy favorable a la organizaci\u00f3n no hay que movilizar todos los medios de comunicaci\u00f3n, sino evaluar el impacto y comunicar con los gestores de opini\u00f3n m\u00e1s relevantes y\/o directamente con los clientes.<\/p><p>Un <strong>mensaje adecuado en el canal establecido y consolidado<\/strong> permite reacciones muy concretas y transparentes. <strong>Una comunicaci\u00f3n que se percibe como personalizada y directa conlleva una gran carga de credibilidad y de confianza.<\/strong><\/p><p>Para la <strong>estrategia de una profesional gesti\u00f3n de reputaci\u00f3n<\/strong> hay que conocer el valor de la marca, la visi\u00f3n y misi\u00f3n de la organizaci\u00f3n, los interlocutores externos e internos, los mensajes de todos los departamentos de la organizaci\u00f3n y sus objetivos, y finalmente, las actividades de comunicaci\u00f3n. Coordinar estas piezas es un asunto de la m\u00e1s alta direcci\u00f3n de cualquier organizaci\u00f3n.<\/p><p>Hay que mentalizarse que <strong>la reputaci\u00f3n de su organizaci\u00f3n influye en todos los \u00e1mbitos y actuaciones<\/strong>. Analizarla continuamente, protegerla y hacerla crecer es una tarea fundamental. Su gesti\u00f3n profesional una obligaci\u00f3n.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a95dc68 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"a95dc68\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9dedaf0\" data-id=\"9dedaf0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53b85aa elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"53b85aa\" 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class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">m\u00e1ndenos su opini\u00f3n<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f615af6 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"f615af6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6e84874\" data-id=\"6e84874\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element 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.elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Ya casi nadie duda que la reputaci\u00f3n de una organizaci\u00f3n es uno de sus principales valores. Para las empresas cotizadas incluso es su principal activo frente al valor que le asigna el mercado y sus accionistas. <\/p>\n","protected":false},"author":1,"featured_media":2456,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[134],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lo que el Reputation Management puede hacer por su organizaci\u00f3n - ES Business to media<\/title>\n<meta name=\"description\" content=\"Think global \u2013 go local does not mean thinking nationally according to company headquarters and then selling this as global ideas. 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