Listen to this article“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” This famous quote by legendary investor Warren Buffet has triggered unease among managers worldwide but not provided organizations or individuals with an answer of how to professionally manage their most valuable asset.
In the face of these shortcomings and with years of international management career in Europe, Latin America and USA Bernhard Bauhofer, a graduated sociologist and business economy with a specialisation in empirical social research, developed his systemic and holistic reputation management methodology and already launched it in the late `90s.
“Companies and organisations are embedded in a wide-ranging network of stakeholders who have different and partially conflicting interests and expectations towards an organisation. The art of modern management is to fulfill those expectations in the context of increased transparency and economic, social and environmental requirements“ says Bauhofer, founder & CEO of Swiss based consultancy Sparring Partners Ltd.
“If there’s a man who knows about the importance of public perception it is Bernhard Bauhofer“ once said Bloomberg TV presenter Maryam Nemazee’s acknowledging Bauhofer’s achievements in this field of expertise.
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Strategic and measurable approach
With its 360° methodology Sparring Partners helps its worldwide clientele to anchor a systemic reputation management approach within the organisation and corporate culture. Based on a qualitative survey of the organisation’s existing reputation among stakeholders and identified deficiencies Sparring Partners develops a holistic program of activities which encompasses all stakeholders and their expectations towards the organisation with respect to so called reputation drivers such as corporate responsibility, innovation, communication, governance or compliance. In a subsequent step Sparring Partners supports its clients to train their staff top-down in order to ensure a consistent implementation. Each employee is given a guidance for implementing and living the programme. Although a line manager or receptionist have a totally different field of activity, they should act on the same shared principles and code of conduct. Only then a consistent and sound reputation can be built over time. Follow-up surveys measure the progress of the program and reveals potential for further improvement. Sparring Partners has successfully applied its unique methodology including the aspect of reputation risk management throughout a number of different industries. „A consistently implemented reputation management programme secures every company independent of size or industry a leading position as an employer, responsible and responsive corporate citizen and business partner in times of gender equality, employer branding and increasing ecological consciousness.
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Making reputation stars
A corporate and personal reputation are strongly interwoven. As a consequence Sparring Partners has at an early stage extended its methodology to personal reputation advising both CEOs and managers as well as exposed personalities such as politicians or stars in the entertainment industry. „The reputation of all of us is at risk in our times of social media and 24-7-365 communication“ says Bernhard Bauhofer. „We should handle it with utmost care.“
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