In this age of the internet as the greatest mass me-
dium tool and citizen journalism taking the front
seat in the collection and dissemination of news,
the role of reputation management has never been
more critical for organizations. The reputational
goals of organizations should therefore, as a mat-
ter of necessity, be linked to the organizational
strategy for the long term survival and success of
the enterprise.
Communication is increasingly becoming
predominantly digital-first and indeed
social media-first; and communication
experts are progressively adopting social
media as a core platform for corporate
engagement.
where the people are.
The news cycle has moved from certain
periodical times within the day to real
time, making it virtually impossible to
contain a crisis if a considerable amount
of time lapses between the first news share
Entities such as governments that were and the organization’s response. It is every
considered more traditional in their way reputation manager’s nightmare.
of communing are now leading the way in
the new revolution - simply because that’s We are also witnessing a generational
transformation, with a population that
prefers and leads a more real-time
lifestyle where the source of news and
information is instant shares.
Subsequently, Fake news present one
of the greatest threats to reputation
management in the era of social media.
We have seen high profile cases of mass
mis-information of people being used to
achieve certain objectives; And since using
advances in Artificial Intelligence (AI)
you can specify and design the virality
of content to the last detail, a hostile
attacker can easily damage the reputation
of an organization or individual using
fast-propagating fake news.
Irene Mbonge is a Communications Expert
and a current affairs enthusiast. She is the
interim Chair, CIPR-Kenya chapter. You
can commune with her on this or related
issues via mail at: Mbonge.Irene@gmail.
com.
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