General Mills CCO Jano Cabrera: What most leaders get wrong about reputation management
Cabrera kicks off Ragan Training’s new ‘Signature Voices’ video series.
Communicators often bemoan the difficulty in measuring reputation. After all, it’s difficult to quantify the impact of an issue successfully managed or a crisis averted. Qualitative trust and sentiment scores only show you a piece of the picture.
According to General Mills Chief Communications Officer Jano Cabrera, there are several steps to effective reputation management before measuring.
In the first video of Ragan’s “Signature Voices” series, Cabrera challenges communicators to rethink how they define, measure, and manage reputation by starting with an audit of how different teams are telling your story.
“The problem is that across the organization, you have a lot of passionate people who are thinking about the story in different ways,” he begins. “And as a result, what you really get is cacophony, not chorus.”
Cabrera shares tips for starting your internal reputation audit, including examples from his own experience at General Mills, in the full episode below.
Join Ragan Training to watch new episodes of Signature Voices alongside other quick learning including shorts from conferences, explainers and more.
