Image, Reputation, & Communicating Character

View the videos Eye to Eye: A-Rod Speaks Out and How Deep Is the Damage for Alex Rodriguez?  Create a blog entry titled “Image, Reputation, and Communicating Character.” Assess image as part of a corporate, organizational, or professional strategy. Examine the value that reputation adds over time and discuss the importance of shaping and communicating a character commodity or brand. Evaluate the role that advanced and influential communications can play in the sharing of both information and misinformation. Compare and contrast public admiration to public backlash and examine the avalanche of communications that can ensue when the public suspects character flaws. 

Integrity is one of the most important elements to any individual or corporation. Unfortunately, it is not one of the most common elements. If a person maintains their integrity, the “stock” or value is going to increase and that is something that is developed over time. Developing a reputation over time has the potential to work for or against a company. What I mean by that is if a company has a reputation for excellent guest service then people will come to expect that high level of guest satisfaction as the new “standard” for that company. Therefore, businesses may face the challenge of constantly having to outdo themselves since they have set a new expectation.

For example, The Walt Disney Company is known for their strong female heroines in their stories and many feel these character make good role models for young girls. However, in an effort to appeal to a contemporary market, Disney “sexualized” their “Brave” heroine, Merida. As a result, over 200,000 signatures petitioned for the company to lose the makeover and bring back the original Merida. It worked. Company CEO, Bob Iger, made a statement to revert Merida’s new image and that making her “skinnier, sexier, and more mature in appearance” was a “disservice” to young children. The response from The Walt Disney Company worked for a couple reasons. First, Iger admitted that they made a mistake and took the necessary steps to correct the error. In addition, he protected the company’s brand by validating “girls’ capacity to be change agents in the world rather than just trophies to be admired” (change.org, 2013). Disney’s reputation remains intact.

The reason Alex Rodriguez’s response did not work is that, initially, he did not tell the whole truth. Therefore, he lost his integrity with his fans and damaged the reputation of MLB in the process. By not being honest and admitting his mistakes at the outset, Rodriguez lost credibility with audiences worldwide. Unfortunately, his reputation is in pieces and MLB’s reputation is cracking under the pressure.