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How IT can support reputation management in our social age

Rob Enderle | Jan. 20, 2014
Oracle was in the news for the wrong reason this week when a former employee filed a lawsuit alleging the firm is racist. The incident provides some lessons in image and reputation management in our age of social media and 24-hour news cycles. As it turns out, IT departments can help protect the brand.

Oracle could have mitigated its exposure with a timely statement from a credible, widely followed third party pointing out the incredible unlikelihood of the allegation. To make this happen, though, you need a way to both identify the exposure and activate the defense before the event become a story.

Technology and planning can do that. A firm's image is everyone's responsibility. IT can help by installing event capture functionality to ensure that the public relations team receives timely updates about potential exposure. Letting PR take things from there could result in far less damage to your brand - and far less stress.

IT can be proactive and step in to help a department in danger. In turn, IT benefits from a stronger brand and the capability to showcase the importance of a proactive IT organization. After all, being part of the solution is always good for any organization.


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