Editing Reputation (section)

===Reputation management===
{{main|Reputation management}}
Many organizations create [[public relations]] and [[corporate communication]] departments dedicated to assisting companies with reputation management. In addition, many public relations and consulting firms claim expertise in [[reputation management]]. The growth of the public relations industry has largely been due to the rising demand for companies to establish credibility and reputation.<ref>{{cite web|url=http://worldreport.holmesreport.com/|title=Global PR Industry Growth Surges To 11% in 2013|publisher=Arun Sudhaman|access-date=3 January 2015|url-status=dead|archive-url=https://web.archive.org/web/20150115100426/http://worldreport.holmesreport.com/|archive-date=15 January 2015}}</ref> Incidents which damage a company's reputation for honesty or safety may cause serious damage to finances. For example, in 1999 [[Coca-Cola]] lost $60 million (by its own estimate) after schoolchildren reported suffering from symptoms like [[headache]]s, [[nausea]] and [[shivering]] after drinking its products.<ref>{{cite web |url=http://www.zurich.com/main/productsandsolutions/industryinsight/2004/june2004/industryinsight20040603_003.htm |title=Share price is always vulnerable |access-date=2005-03-28 |url-status=bot: unknown |archive-url=https://web.archive.org/web/20080503043118/http://www.zurich.com/main/productsandsolutions/industryinsight/2004/june2004/industryinsight20040603_003.htm |archive-date=May 3, 2008 }}</ref>

Although most companies see reputation management as a central part of a CEO's role, managing reputation involves a set of ongoing activities that are best managed when they are delegated to a specific individual in the organization.  This is why some companies have created the position of [[chief reputation officer]] (CRO).  A growing number of people in the business world now have the word "reputation"  in their titles – including [[Dow Chemical]], [[SABMiller]], [[Coca-Cola]], [[Allstate]], [[Repsol YPF]], [[Weber Shandwick]], and [[GlaxoSmithKline]] (although no longer). [[Hoover's]] shows a list of such officers.

Social media like Twitter, Linked In, and Facebook have made it increasingly important for companies to monitor their online reputations in order to anticipate and respond to criticisms of their actions.  There are two main routes that customers can take when complaining about companies: individual-direct response or broadcast-based response. For a company, it takes a lot of time and effort to address individual-direct responses.  One study showed that "...72% of customers expect a reply within one hour."<ref>{{Cite journal|date=2017-08-14|title=Tweeting your way out of disaster|journal=Strategic Direction|volume=33|issue=8|pages=17–19|doi=10.1108/sd-05-2017-0079|issn=0258-0543}}</ref> In order to best recover from negative complaints on social media, it is important for a company to prove its authenticity by providing more specific answers directly to its critics.