reality

Actions Speak Louder Than Reputations

When your actions, reputation and reality don’t align, you are courting trouble. Actions guided by values speak louder than reputations based on puffery and promises.

When your actions, reputation and reality don’t align, you are courting trouble. Actions guided by values speak louder than reputations based on puffery and promises.

Your reputation should shadow your reality, not precede it. When reputation gets out in front of reality, you are courting scrutiny to see whether the two match up – and scorn when they don’t.

Remember, actions speak louder than reputations. Actions guided by solid values enhance reputations.

It is all about the difference of earning a reputation versus projecting a reputation. There are tangible dimensions to an earned reputation as opposed to the airy lightness of a projected reputation.

A useful exercise is to measure the gap between your reputation and your reality. This gap analysis can affirm an earned reputation or expose a hot-air projected reputation. If the perceived gap between reputation and reality is significant, you have a credibility problem.

“Effectively managing reputational risk begins with recognizing that reputation is a matter of perception,” according to a Harvard Business Review article. “When the reputation of a company is more positive than its underlying reality, this gap poses a substantial risk. Eventually, the failure of a firm to live up to its billing will be revealed and its reputation will decline until it more closely matches the reality.”

“To bridge reputation-reality gaps, a company must either improve its ability to meet expectations or reduce expectations by promising less,” the HBR article continues. Some companies panic and resort to financial tricks, sleight of hand or outright fraud to mask the gap, which can result in an even greater fall. Think Enron.

Because your reputation is your most valuable asset, managing your reputation should be a top priority. Reputation management should be based on actions, not promises. Actions to build or defend your reputation should center on actions that align with your core values and who you want to be.

When clients ask me about how to respond to a crisis situation, I advise to start by thinking about the organization's core values and let them be the guide for action. If you say your customers come first, then act like it when responding a crisis that may put customers at risk. If you say you want to be a good neighbor, then act like a good neighbor.

A brand promise – such as healthy, locally sourced fresh food – is only as good as the actions to fulfill that promise. Chipotle discovered the hard way that a brand promise rings hollow unless you ensure that locally sourced fresh food is also healthy food.

One of the best ways to earn a reputation is by solving other people’s problems. Another reputation-burnishing effort is to undertake steps that eliminate problems down the road, as Tillamook Cheese did when it chose to eliminate use the growth hormone rBst in its dairy herds.

The 2016 presidential election has highlighted reputations and realities that are out of sync. Jeb Bush was deemed the GOP frontrunner before winning a single primary. He raised millions of dollars in campaign contributions on the basis of his reputation, but when the voting started, his reputation imploded. He became the proverbial hollow suit.

Democratic presidential nominee Hillary Clinton has campaigned as highly competent, but she has been tagged for her handling of classified emails on her private server as extremely careless. GOP nominee Donald Trump touts himself as a winning businessman despite a record of bankruptcies, failures and a continuing lawsuit alleging fraud by Trump University. Not surprisingly, a majority of voters view both Clinton and Trump as either untrustworthy or unfit.

The 2016 Olympics in Rio offer some sterling examples of men and women who have paid the price and earned their glory in the pool, on the track and in other venues. Some Olympic stars have to live up to their reputations, while most Olympians earn their own reputations based on their performance. Some win medals. Others compete and never get to the award podium. Still others are indelibly imprinted on our memories because of their actions.

In an instant after their legs tangled, they fell to the track and helped each other up, Abbey D'Agostino of the United States and Nikki Hamblin of New Zealand earned a reputation as true Olympians. (Photo Credit: AP Photo/David J. Phillip)

In an instant after their legs tangled, they fell to the track and helped each other up, Abbey D'Agostino of the United States and Nikki Hamblin of New Zealand earned a reputation as true Olympians. (Photo Credit: AP Photo/David J. Phillip)

Abbey D’Agostino, a 24-year-old Dartmouth graduate, and New Zealand’s Nikki Hamblin were total strangers before running the 5,000-meter race in Rio. Twenty minutes into the race, their legs crossed and both fell to the track. Instead of worrying about their medal chances, the two women helped each other to their feet and hobbled to complete the race, finishing far behind other competitors. In an instant, they showed their true mettle by reflecting the traditional Olympic spirit of good sportsmanship.

Two days earlier, in the men’s 10,000-meter race, Mo Farah fell after his feet and got tangled with Galen Rupp’s. Perhaps sacrificing his own medal chances, Rupp slowed down to be sure Farah, his friend and long-time training partner, was okay. Farah gave him a thumbs up and went on to win his second consecutive Olympic gold medal in the event. Rupp put his values and his actions ahead of his reputation, and by doing so he ended up enhancing his reputation.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at@GaryConkling.

The Power of Perception Over Reality

Clueless behavior can result in negative perceptions that are hard to shake and can overwhelm reality. Just ask Bill Clinton, Donald Trump and Hillary Clinton about the power of perception.

Clueless behavior can result in negative perceptions that are hard to shake and can overwhelm reality. Just ask Bill Clinton, Donald Trump and Hillary Clinton about the power of perception.

Perception and reality are not automatically the same. And often perception packs more punch than reality, as the presumptive presidential candidates learned in recent days.

Former President Bill Clinton trots across an airport tarmac to chat with Attorney General Loretta Lynch who is on the threshold of deciding whether to indict Hillary Clinton.

Donald Trump, already suspected of sympathies with white supremacists, sends a tweet bearing an image viewed by many as anti-Semitic.

Bill Clinton said he just exchanged pleasantries with Lynch. Trump denied being anti-Semitic, noting his son-in-law is Jewish. Both claims may be true, but neither is very believable. Perceptions overrule reality.

There is a shortage of trust in American politics today, so perceptions of wrongdoing or tone deaf behavior have fertile soil to sprout regardless of reality.

Perceptions don’t just pertain to incidental behavior. Hillary Clinton suffers from long-term suspicion that she has played fast and loose with the rules, including use of a private email account and server while secretary of state. FBI Director James Comey’s statement excusing Clinton from a criminal charge, but accusing her for carelessly handling classified material only added to long-held perceptions about her.

The power of perception to cloud a reputation or tarnish a good act cannot be denied. Yet, leaders plod along without thinking of how their actions might be perceived as opposed to how they are intended. Pleading ignorance or lamely saying you were misunderstood doesn’t cut you much slack. In fact, it may  deepen perceptions you are a lunkhead.

Wishing people who hold negative perceptions could know the “truth” is much like pinning your hopes on miracles or the tooth fairy.

The advent of social media has raised the stakes of thoughtless or clueless behavior. What might have eluded the traditional media rarely escapes the ever-peering eye of social media, as PBS discovered when it failed to note it was inserting footage from previous Fourth of July fireworks displays into its broadcast of this year’s Capitol celebration that occurred under ominous clouds. No big deal, but it still produced a news cycle full of stories about the “deception."

You don’t need a degree in psychology to know perceptions can crowd out reality in people’s minds. Perceptions have a habit of becoming their own reality. Chronic perceptions ossify into major barriers for making a fresh impression. Think of how hard it will be to convince people that Congress can be productive.

Building trust is hard enough. Don’t make it harder by leaving behind perceptions that undermine trustworthiness. You may never have a chance to climb out of the hole you dig for yourself.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at@GaryConkling.