Sandra Stahl

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reputationtoday.in

Articles

In the driver’s seat

Jan 7, 2025 | reputationtoday.in | Sandra Stahl

What will 2025 look like? The ‘World Ahead 2025’ from The Economist is forecasting a year of uncertainty and instability. CIO Views envisions unprecedented advances in technology that promise to reshape industries, societies, and even human potential itself. While the sands of the business landscape shift, two things are clear: communications will have a central role in business, and a trusted reputation, whether corporate or brand, will continue to be the underpinning for success.
Capturing the moment

Dec 18, 2024 | reputationtoday.in | Sandra Stahl

I suppose I could have titled this column, ‘Seizing the momentum.” The shift for reputation from almost a secondary concern to a ‘must have’ is not new. Reputation has earned its way into the spotlight. But, for those who have followed the focus on reputation but haven’t yet made it a priority, the moment is now. A company, area (such as R&D) or brand reputation is a crucial and non-negotiable element of corporate strategy and a driving force with an outsized impact on sustainability and growth.
Navigating the options and choosing the mix of platforms and media that matter most

Dec 4, 2024 | reputationtoday.in | Sandra Stahl

I’ve worked with a multinational diabetes care company for many years. We spend a lot of time thinking about how to meet people with diabetes where they are with information and support that will help make a real difference in improving their lives. Over the years, our audience’s needs have changed in myriad ways. The most pressing issues for them today have shifted from those even twelve months ago.
When thinking has to be ‘inside the box’

Nov 20, 2024 | reputationtoday.in | Sandra Stahl

When communications teams are challenged to deliver a creative solution, it’s often phrased this way, “Please think out-of-the-box.” Based on the assignment, out-of-the-box can take on slightly different meanings, but generally, the ask is for an idea that hasn’t been seen or done before in that space. Unconventional. Maybe a little (or a lot) disruptive. It is quite liberating to step out of the box and tap into your imagination to come up with something radically new.
The art of asking questions

Nov 6, 2024 | reputationtoday.in | Sandra Stahl

Recently, I attended a ‘question-storming’ meeting for one of our healthcare clients. Our aim was to create a flow of questions that would unlock the insights and opportunities for enhancing a specific aspect of the client’s reputation. The circumstances were urgent and included some uncertainty. We weren’t dealing with a crisis. Seems straightforward, right?
The hard work of making it look easy

Oct 23, 2024 | reputationtoday.in | Sandra Stahl

When I led marketing and communications for an oncology diagnostic company, the CEO used to ask me regularly, “Can you gin up a campaign about X? You can present it tomorrow.” Or he’d call me into his office and tell me that, “we need to be on CNN, so make that happen by Friday.” He assumed this would be easy because I had the PR magic wand in my desk drawer.
The ‘don’ts’ when building reputation

Oct 9, 2024 | reputationtoday.in | Sandra Stahl

There are many ‘dos’ when building reputation; indeed, Shifting Sands is dedicated to creating the mindset and skills for succeeding at this work. Less frequently discussed are the ‘don’ts,’ but these are just as important. Everyone who has ever worked in communications—or, more likely, every human who has ever worked with other humans—has made mistakes, misspoke, missed an opportunity or showed the occasional misjudgment.
Unreasonable excellence

Sep 25, 2024 | reputationtoday.in | Sandra Stahl

Last month, we spent a few days with friends in Bordeaux, France who 20 years ago turned a crumbling chateau into a wedding venue. To call the chateau beautiful is an understatement. Descriptions like ‘romantic,’ ‘flawless,’ and ‘unforgettable’ don’t do justice to the experience their team delivers to every couple who ties the knot there. The wedding business is as highly competitive as any other. Our friends stand apart by taking excellence to a whole new level.
Opportunities and the one for healthcare right now

Sep 11, 2024 | reputationtoday.in | Sandra Stahl

The inventor Thomas Edison once said, “Opportunity is missed by most people because it is dressed in overalls and looks like work.”Opportunities are work. Some opportunities aren’t immediately fruitful. Sometimes opportunities require you to do something you don’t like to do, or aren’t in the mood to do, or don’t feel like you have the time for, or feel like you’re doing something about already.
About Risk - Reputation Today

Aug 28, 2024 | reputationtoday.in | Sandra Stahl

My daughter who works in communications at a leading global financial institution recently had a conversation with a senior leader there. Among the topics they covered was risk. One of the worst things he’s seen over the years, he said, is when people don’t take risks—in their day-to-day jobs, careers and in life. For the most part, risk is good. It requires stepping out of one’s comfort zone and trying something new or challenging.