Reputation Isn’t Built by Press Releases

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Reputation isn’t built by press releases. It’s shaped by what people say when they think no one’s listening. Here’s how unseen chatter can derail your brand, and what to do about it.

Companies love their press releases. Glossy language, approved quotes, carefully chosen words. But here’s the uncomfortable truth: your reputation isn’t built in those polished paragraphs. It’s built in the conversations you don’t control.

The comments whispered at the coffee shop. The WhatsApp messages between frustrated customers. The grumbles employees share at lunch.

That’s where reputations are shaped; and often, where they’re broken.

The Story No Press Release Could Save

A few years ago, a well-known brand (no names, but you’d recognise them instantly) invested heavily in a “positive PR push.” Press releases were flowing, coverage looked great on paper, and the leadership team was confident.

But beneath the surface, informal chatter was telling a different story. Customers were quietly complaining about service delays. Employees were venting about poor internal communication. Competitors were picking up on the noise.

The press releases kept coming. But so did the whispers. And in the end, it was those quiet, informal conversations that tipped the scales. The glossy coverage couldn’t drown them out.

Why the Whisper Network Matters

  • It spreads faster than you think. WhatsApp, Telegram, WeChat groups, closed forums, side conversations at industry events - these are amplifiers.

  • It feels more trustworthy. People believe what friends or colleagues say far more than what’s written in a corporate release.

  • It creates lasting impressions. A single negative story told informally can stick longer than ten positive news clippings.

What Brands Can Do About It

Reputation management isn’t about drowning the market in press releases. It’s about understanding and engaging with the unseen, unfiltered conversations shaping your brand story.

At Orchan, we’ve seen over and over again that the organisations who get this right don’t just monitor what’s being said: they actively map, respond, and align internal culture with external reputation.

Because if you’re not listening to the whispers, you’ll only hear the shouting when it’s too late.


“Reputation isn’t built by what you say about yourself. It’s built by what people say about you when they think you’re not listening.”

 

FAQ: Managing Reputation Beyond Press Releases

Q1: Are press releases still useful?
Yes - but they’re only one piece of the puzzle. Press releases inform, but they don’t shape trust on their own.

Q2: What’s the biggest threat to reputation today?
Unfiltered, informal chatter - because it travels faster and feels more authentic than official comms.

Q3: How can brands address the ‘whisper network’?
By combining active listening, culture alignment, and reputation mapping - not just media coverage.

Key Takeaways (No Spin, Just Real Talk)

  • A press release informs; a conversation shapes.

  • If you don’t listen to informal chatter, you’ll be blindsided.

  • Trust is built peer-to-peer, not press-to-public.

  • Real reputation management means engaging beyond the press room.

Final Thought

If you’re counting on your press releases to shape your reputation, you’re already behind. The real story is being written in the places you’re not looking.

At Orchan, we don’t just track the headlines - we help brands map and manage the conversations happening in the shadows, before they become tomorrow’s PR disasters.

Talk to Us

Want to know what’s being said about your brand when you’re not in the room? Let’s talk.

Email: changenow@orchan.asia / Phone: +603-7972 6377

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