Marketing

Gartner Glossary

Reputation Management

Reputation management is the practice of influencing stakeholder perceptions and public conversations about an organization and its brands. It includes monitoring perceptions and conversations, responding to reputation threats and proactively seizing opportunities to boost reputation.

Reputation management is part of a comprehensive organizational strategy that implicates most business functions in some capacity, including:

  • Communications
  • Marketing
  • Legal
  • Customer experience
  • Sales and loyalty

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