An organization does not exist in a vacuum; it is part of society. Consciously and unconsciously, the outside world continuously evaluates a company on its trustworthiness and whether it fulfills its social role. As long as you are accepted and public sentiment is positive, you’ll encounter little resistance. But as soon as sentiment turns (due to a bad strategic decision, a misstep regarding sustainability, or an internal culture crisis) that social acceptance can be revoked quickly. Your license to operate comes under immediate pressure.
Complying with laws and regulations is merely the baseline, but society now demands much more. The well-known seven pillars of Professor Cees van Riel clearly illustrate how a reputation is built. Yet, we see many companies focus their PR on the most obvious building blocks: their products and services, financial performance, and governance. Logical, sure. But the real PR opportunities to strengthen your reputation and safeguard your license to operate lie within the other pillars.
Society expects companies to actively contribute to societal issues, such as poverty or sustainability. This offers a massive opportunity to showcase what your organization truly stands for. Amsterdam-based coffee brand Wakuli demonstrates how to embed citizenship directly into your business model. They don't just sell coffee with a sustainability label; they have completely disrupted the traditional, unbalanced supply chain. By purchasing directly from farmers and paying them a genuine living wage, they actively solve an industry-wide problem. Their entire raison d'être is built on this social mission.
Executive leadership represents the face of the organization. The outside world scrutinizes the views, steadfastness, and behavior of top executives more closely than ever. The latest Edelman Trust Barometer reveals that the public expects CEOs to take a personal lead on societal change rather than waiting for politicians to act. Strong, socially conscious leadership builds immense credibility that directly reflects on the entire brand.
Innovation hasn't been just about launching a new product for a long time now. It’s about how your company evolves to remain future-proof and how you solve societal problems. Companies that clearly communicate their capacity for innovation successfully claim a preferred market position.
Your employees are your most important barometer and your most credible brand ambassadors. Netflix gained worldwide fame with its Freedom & Responsibility Culture Deck. By being transparent about an internal culture aligned with the spirit of the times, they attracted top global talent that resonated deeply with this philosophy, building a powerful reputation in the process.
The outside world no longer evaluates you solely on what you deliver, but primarily on who you are and how you act when the pressure is on. This presents a huge opportunity for PR and communications professionals to uncover and share those under-exposed stories from within the organization.
Because in the end, one thing is certain: if you don't claim your own story, the outside world will do it for you.