‘The new media will enfranchise the individual with more one-to-one, one to many and many to many communication which will be easy by personal ‘phones, E-mail and video conferencing.
'Person-to-person-to-machine and database communication will be more important, electronically managed and more global. Increasingly this broth threatens brands and corporate reputation and needs professionalism to immunise (our organisations) or doctor the effects of the brew.
‘In its most perfect form, reputation management sustains relationships with publics in a state of equilibrium during both evolution and in crisis. This enhances corporate goodwill (a tradable asset).
‘The big change is that many-to-many global communication brings with it loss of ‘ownership’ of language, culture and knowledge and that there is a breakdown in intellectual property rights, copyright and much plagiarism. This is already a major problem.
‘News now travels further and faster and is mixed with history, fantasy and technology. Reputation in crisis is even more vulnerable. At a growing rate, the new media uses reputation as ‘merchandise’, stripped from the foundations which created it, then traded for pieces of silver - and at a discount’. ...
Corporate reputation managers need to put new systems in place to permit timely and appropriate response to the increased level of comment on significant issues that the Internet enables. Collecting the commentary is a preliminary step only. Most of public commentary is on the World Wide Web or in usenet. The originator?s choice of medium is revealing of their objectives and motivations. The management response may be pre-emptive or consequential, but essentially it is limited to six options, which may be supported by protocols prepared for timely response.