Mar 18, 2025
Ray Jordan is the principal at Putnam Insights, a strategic communications and policy consulting firm, and a partner at Echo Research. The core elements of reputation building are consistent across large and small companies. Many companies mistakenly think that a good reputation comes naturally, but building and maintaining a strong reputation requires a clear mission statement and an authentic voice to reinforce the company's message.
Ray elaborates, "In particular, when I've worked on reputation matters, including a lot of reputation on companies, smaller companies are more instinctual rather than based on data. The core elements of reputation are still there. What you need to do is build it, what you can do to lose it, and how it adds value to what you're doing. All of those elements are consistent in some respects. Very different situations, but they have much of the same core elements. That's true from the clinical side, the regulatory side, and the patient care side. From the opinion leader side across the spectrum, including reputation communication."
"So, to my mind, building it involves first knowing who and what you are and having a clear definition of yourself. The second is acting consistent with that characterization of who and what you are. The third is being seen acting that way, so being visible in those actions. Those are simple steps. They're not easy steps to accomplish, but they're simple. Who you are, how you behave, and whether you behave accordingly and are seen in that behavior."
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