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A company’s reputation is one of its most valuable and most fragile assets, accounting for around 30% of its market value, according to Echo Research’s Reputation Dividend report. A company’s image is built consistently over time, but it can be called into question by a single poorly managed moment. Today, this risk is amplified because reputation is no longer shaped solely by the media, but also across digital channels in real time. According to the 2026 Edelman Trust Barometer, business remains the most trusted institution, with a trust level of around 64%. However, as this level of trust remains far from absolute, reputation management has become a continuous exercise in demonstrating credibility, rather than simply communicating it.
In this context, media relations and social media should be part of an integrated communication strategy, as they are interdependent in building and strengthening brand credibility. Although they have different approaches, formats and objectives, they reinforce each other when coordinated within an overall positioning strategy. Today, this integration represents a competitive advantage, as it ensures consistent positioning across different audiences.
According to the 2025 Global RepTrak® 100, one of the most widely recognised international rankings in the field of corporate reputation, companies such as The LEGO Group, Rolex and Rolls-Royce rank among those with the strongest reputations globally. The study analyses the perceptions of thousands of stakeholders across different markets and highlights the importance of consistency, transparency and alignment between words and actions in building trust.
Corporate communication remains the foundation, defining messages, positioning, priorities and boundaries. In media relations, every word matters, as it can reach thousands and, in some cases, millions of people, inevitably leading to different interpretations. An ambiguous statement or a poorly explained detail can undermine an organisation’s credibility.
When the narrative begins to be shaped by third parties, regaining control requires time, rigour and consistency. This is where media relations play a strategic role by preparing spokespeople, anticipating scenarios, aligning the tone of communication, managing timing and ensuring that communication is fact-based and transparent.
At the same time, social media has become the primary testing ground for this communication. A brand is no longer defined solely by what it says in a press release or interview, but also by how it responds, the tone it maintains under pressure and the consistency between what it says and what people observe. Digital channels introduce speed, amplification and immediate interaction, within an increasingly demanding environment. According to the Edelman Trust Barometer 2026, 65% of people believe that disinformation is deliberately used to create division, while only 39% say they regularly engage with perspectives different from their own. This makes reputation building more vulnerable to partial interpretations and amplification dynamics.
Monitoring media coverage, tracking digital presence, making strategic use of owned channels and coordinating communication across different touchpoints are key pillars of an integrated communication strategy. Together, they help safeguard brand credibility and ensure that its message remains consistent across all audiences, even in high-pressure situations.
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