PR firm offers 'reputation consulting'

"Despite facing a sluggish economy, brands |still need to talk to their customers. So PR still remains an important tool for them," Vannee Leelavechbutr, founder and chief executive officer, said yesterday.

The firm’s projected growth will outpace the industry’s 10-15 per cent, she said.

Since January, the company has won 10 clients, mainly from service industries such as hotels, restaurants, retail, automobiles, logistics and technology.

"Our key driver is our newly trademarked ‘reputation management" tool. We can work more closely and get deeper engagement with our clients with this tool. We will do in-depth analysis and research on the reputation of each corporate client," she said.

This new service is expected to attract new customers and new assignments from existing clients.

"We believe all brands need sustainable business in terms of financial performance as well as a strong reputation," said Pannipa Porapakkham, chief brand strategist at communication arm Reputation Consulting. "By using our new know-how and experience, each brand will get a better understanding of the key factors that can help improve and sustain its reputation."

Pannipa said her know-how in this new service was a result of her company’s special workshop with 50 top executives from 10 industries – finance, real estate, telecommunications, agriculture and food, energy, hospitality, construction, service, automobiles and transport, and healthcare.

The workshop showed that establishing successful corporate and business reputation management requires focusing on six core dimensions – corporate value, management value, human value, product/service, financial performance and social accountability.

Vannee said this innovative service would help differentiate her firm from its rivals, particularly those working either as a strategist or publicity service. This new service would be available for all kinds and sizes of businesses, ranging from small and medium-sized enterprises and family businesses to conglomerates.

"As the Asean Economic Community is to be in place by the end of this year, reputation management is playing an important role for Thai SMEs and corporations to build trust and brand image among their target consumers while expanding their business outside the country," she said.