THE ROLE OF REPUTATION MANAGEMENT FOR BUSINESSES DURING CRISIS SITUATIONS: INFORMATION WARFARE STRATEGY

Abstract

In the modern world, where information travels fast and is easily accessible to anyone with an internet connection, reputation management has become increasingly important for individuals and organizations alike. Your reputation is what people think of you or your business, and it can impact your success or failure in a number of ways. In the event of a crisis or negative event, having a good reputation can help you manage the situation better. Customers are more likely to buy from a company with a positive reputation and good reviews. On the other hand, negative reviews can drive customers away. Media and public perception can have a huge impact on the reputation. If the company is seen as trustworthy and reliable, the media and public are more likely to have a positive perception of the company overall. A well-established reputation can help you weather the storm and come out stronger on the other side. The purpose of the study is to show the importance of reputation management, to highlight main advantages of maintaining and developing a positive reputation and it to show a possible way hot to include in the management process. Also, successful cases of informational warfare strategy were analyzed, based on examples of such companies as Coca Cola and Patagonia. The article outlines the main stages of reputation management in crisis situations, including analysis of the current level of the company's reputation, developing a reputation formation strategy, organizing the reputation management process, motivating the staff involved in reputation building, and controlling and regulating the reputation management process. Overall, reputation management is critical in the modern world. Nowadays the reputation can be a key factor either in company’s success or failure. Enterprises that use instruments of a reputation management have better chances to keep their customers even in unstable economic conditions and gain new clients as well. Being proactive and monitoring company’s reputation can help to build credibility and a positive image which leads to achieving strategic goals and objectives. The fact that reputation can shape success means it’s something worth paying attention to and worth managing.