--- title: Oh what a feeling! description: Oh what a feeling! image: https://www.bluechipcommunication.com.au/hs-fs/file-3403285699-jpg/blog-files/bigstock-company-leadership-82916462.jpg --- [![Bluechip_Logo](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Bluechip_Logo.svg "Bluechip_Logo")](https://www.bluechipcommunication.com.au/) ![Search-9](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/Search-9.svg "Search-9") ![Close Icon (3)-1](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/Close%20Icon%20(3)-1.svg "Close Icon (3)-1") This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ** ![Close Icon (3)](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Close%20Icon%20(3).svg "Close Icon (3)") ##### Knowledge Shared # Insights ##### All Articles ![](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/down-filled-triangular-arrow.png) - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Melos Sulicich shares SME success tips on Money News’ “Let’s Talk Business”](https://www.bluechipcommunication.com.au/blog/melos-sulicich-shares-sme-success-tips-on-money-news-lets-talk-business) Melos Sulicich, CEO of Bank of Sydney was interviewed by 2GB’s Money News "Let's Talk Business" segment with Scott Haywood. He shared tips for family-run businesses to make sure ev... [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Target hostile countries, not us, drug giant CSL tells Trump](https://www.bluechipcommunication.com.au/blog/target-hostile-countries-not-us-drug-giant-csl-tells-trump) This is an extract from an article written by Michael Smith and Jessica Gardner in The Australian Financial Review. Published on the 10th July 2025. “It is weighing on the share pr... - ##### [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) ## [Oh what a feeling!](https://www.bluechipcommunication.com.au/blog/oh-what-a-feeling/) ###### By The BlueChip Team ###### 23 Jul 2013 [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ##### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ##### [Affluence. Effluence. Influence. Do you know the difference?](https://www.bluechipcommunication.com.au/blog/affluence-effluence-influence-do-you-know-the-difference/) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) # Insights. [Back to all articles](https://www.bluechipcommunication.com.au/blog) - Share - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook.svg) ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Foh-what-a-feeling%2F) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.bluechipcommunication.com.au/blog/oh-what-a-feeling/) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/twitter-1.svg) ](https://www.twitter.com/share?url=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Foh-what-a-feeling%2F) [![Company Leadership](https://www.bluechipcommunication.com.au/hs-fs/file-3403285699-jpg/blog-files/bigstock-company-leadership-82916462.jpg?width=740&height=740&name=bigstock-company-leadership-82916462.jpg)](https://www.bluechipcommunication.com.au/hs-fs/file-3403285699-jpg/blog-files/bigstock-company-leadership-82916462.jpg) ***Why having a strong corporate reputation can help organisations bounce back from adversity – and how to get started on the reputation journey.*** BlueChippers recently attended the [AMR](http://www.amr-australia.com/) Corporate Reputation Breakfast, where host [Oliver Freedman](https://twitter.com/moneoli) from AMR led with a quote from Abraham Lincoln: “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing”. Last week, we posted [a blog about Apple and Australia Post ](http://blog.bluechipcommunication.com.au/snail-mail-versus-the-big-apple-a-cautionary-tale/)as examples of the need for organisations to adapt and adjust to maintain their corporate reputations. But, let’s take a step back for a moment, and think about how a reputation is built. How can an organisation grow a healthy tree? And therefore guarantee that its shadow is one to be proud of? Following is a digest of some of the suggestions we heard at the AMR Breakfast. ***1. Define reputation for your organisation *** Agree on what it is and what it’s not. Make it definable and tangible, not some vague notion that launches a thousand fruitless and frustrating meetings. There are extensive resources to help you do this. [The Reputation Institute](http://www.reputationinstitute.com) is one starting point. ***2. Secure the support of key stakeholders*** Reputation falls squarely within the remit of an organisation’s Board and C-suite, or equivalent. It is the directors and key senior executives who carry ultimate responsibility – and therefore ultimate credit or blame – for how an organisation is perceived by those with the power to affect its fortunes, whether these be employees, customers, peers, regulatory agencies – or all of these groups. Tightened regulation and governance requirements means that blame may well come attached to hefty fines and even, if things go really wrong, prison sentences. Credit, on the other hand, goes hand in hand with all the good stuff: reduced risk, increased customer satisfaction, better bottom line. Maybe even a bonus. ***3. Set your direction*** A strong corporate reputation is not something that develops overnight, nor is it developed without strategic thought. You need to decide what your ideal outcome is, plan out how you intend to achieve it – and set smart KPIs that will help bring you closer to your goal. One key influencer who can add real value here is the CFO. The CFO can not only help develop and set smart KPIs – he or she can also help to frame the case for reputation in the kind of hard financial terms that can help bring the whole organisation along for the ride. ***4. Make progress*** We’re all guilty of having unproductive meetings. Set time aside to discuss your plan and its progress. Ensure there are tangible outcomes and actions from these meetings. Clearly define roles and responsibilities and check in to see how you are tracking against KPIs. It may seem tedious, but when a crisis hits, you’ll be grateful to have a solid reputation to fall back on. ***5. Maintain*** Don’t make the common mistake of resting on your laurels (a la [Apple](http://blog.bluechipcommunication.com.au/snail-mail-versus-the-big-apple-a-cautionary-tale/)). Be aware of your place in the market, adapt when society changes, stay in touch with your target market, and most of all, track and measure your reputation and how you’re perceived by those who most matter to you. Don’t take it for granted. By way of a post script, if you find yourself having to justify the need for active reputation building and maintenance, refer to Toyota as a salutary example. Toyota spent years building its reputation. In one well loved advertising campaign, a dog muttering “bugger” became synonymous with the upfront Australian culture, helping build trust in what portrayed itself as an equally upfront brand. This reputation became especially important in 2009 when Toyota had to weather a recall storm. In its approach to the issue, Toyota clearly demonstrated that its ‘tree’ of character matched its ‘shadow’ of reputation. It was swift and upfront with consumers and its key messages were consistent. A few years later, in 2012, Toyota had to rely on its reputation to manage another crisis – this time mass redundancies. Despite having to deal with perhaps two of the industry’s most damaging crises in the space of five years, this year Toyota ranked number one on the Corporate Reputation Index. Its resilience and ability to bounce back from adversity, minimising associated brand and bottom line damage, is the result of years spent on active reputation building. What it all comes down to is that reputation doesn’t build itself; it takes planning, action and investment from an organisation and its key stakeholders. Every company has a reputation shadow, whether it likes it or not. The question is, how do you want you company’s shadow to look? *Sophie Schuler is an Account Executive at BlueChip Communication. In her few short months with us (fresh from New Zealand) she has worked across numerous clients in several different capacities. Her versatility is very much appreciated by team and clients alike. This is Sophie's first BlueChip blog.* [![New call-to-action](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/431002e3-250a-4808-8e24-851fccc589ac.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/431002e3-250a-4808-8e24-851fccc589ac) [![how to drive your fame agenda](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d) ## Related Posts [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) [Protect](https://www.bluechipcommunication.com.au/blog/topic/protect) [Cyber Security](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) [Leadership communication](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) ###### 03 July 2025 #### [Your Q2 Risk Radar: Crisis signals from ASIC, APRA and the Australian media](https://www.bluechipcommunication.com.au/blog/the-risk-radar-q2-2025) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) [Protect](https://www.bluechipcommunication.com.au/blog/topic/protect) [Leadership communication](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) ###### 06 February 2025 #### [Addressing Geopolitical Risks In Your Corporate Communications: The 2025 Guide](https://www.bluechipcommunication.com.au/blog/geopolitical-risks-in-pr-and-corporate-communications) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ###### 14 May 2024 #### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Protect](https://www.bluechipcommunication.com.au/blog/topic/protect) ###### 10 April 2024 #### [Navigating Regulatory Waters: Friend or Food? How To Stay Ahead in Financial Services](https://www.bluechipcommunication.com.au/blog/navigating-regulatory-changes-financial-services) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ###### 07 March 2024 #### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) [Protect](https://www.bluechipcommunication.com.au/blog/topic/protect) [Blog](https://www.bluechipcommunication.com.au/blog/topic/blog) [Leadership communication](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) ###### 24 January 2024 #### [Rebuilding a damaged reputation: A roadmap to redemption](https://www.bluechipcommunication.com.au/blog/rebuilding-a-damaged-reputation) ## Stay up to date ### Marketing insights you’ll want to read. 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