Frequently Asked Questions on Corporate Reputation Campaigns

At Astrum, we follow a four step discipline that goes from Discovery to Demonstration of results. The steps usually involve understanding your Base, Swing and Reach audiences, developing a persuasive narrative, identifying the most relevant platforms of engagement and then engaging and communicating with our stakeholders in a planned, deliberate and consistent manner and eventually end with review of results and recalibration based on results.

Companies should first seek to develop a deep understanding of the reputation related issues that matter to their stakeholders and of the degree to which they are interlinked with their business strategy. E.g. A company trying to improve its image as regard sustainability, needs to assess and benchmark its performance against expectations of stakeholders, its competitors and the accepted gold standard. Depending upon where it stands, the company needs to create a blue print to communicate its track-record and its journey towards the gold standard. As it strives to consistently exceed stakeholder expectations, demonstrating its performance as well as its progress via credible indicators, it will earn the trust and respect of its stakeholders and generate both internal and external advocates. It could further amplify its image by supporting causes related to environment and sustainability.