EP78: Business Reputation Management - Mind the Gap (Nqobile Alick Mahlangu)

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We may debate whether it was Peter Drucker who first made the statement “if you can’t measure it you can’t manage it” but there’s no debating the fact that, when it comes to marketing and advertising, measurement of business and brand reputation is integral to campaign management. This week on The Doc and The Guru Podcast we chat with Media and Data Analyst Nqobile Alick Mahlangu from media monitoring agency Ornico about tracking business reputation in the media, and the importance of building trust in the marketplace. What are the critical tools needed to measure reputation? Is it necessary to have an external party conduct primary research and data analyses, or does the collective weight of secondary data paint enough of a picture? And who does the listening? Real people or AI Bots? In her recently published book Mission Economy: A Moonshot Guide to Changing Capitalism leading global economist Mariana Mazzucato advocates a shift from shareholder to stakeholder engagement. She asserts that for companies to maintain their reputations and build trust they need to do things 4 things • See things differently. • Do things differently. • Collaborate differently. • Redistribute profits differently. Is this really news or do we just have to Mind the Gap? Just manage the Reputation Reality Gap between assessed perception and the UX reality. The Trust Gap between the Informed Public and the Mass Population? It might come as no surprise to discover that in the 2021 Edelman Trust Barometer South Africa has the worst Trust Gap in the world. Tune and listen free to The Doc and The Guru podcast this week and find out which country has a Trust Gap score that’s even worse than South Africa. That little piece of trivia might just turn your perception upside down.

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