Reputation Management

Reputation is not what we say about ourselves, it is what others say about us. Critically it is often what others say about us when we are not in the room.
In order to manage a reputation, we must first understand what it is. That involves understanding what is being said about us, or indeed what is not being said. This means asking the right questions of the right people. It also requires us to ask those questions in a way that they will tell us what they really believe and not what they think we may wish to hear.

Our approach

There can be no one size fits all solution to managing reputation. Baird’s CMC works through a series of steps which allows us to focus action exactly where it is needed.

Setting clear objectives

We begin by working with you to understand exactly what needs to be done and what can be achieved. Many projects fail due to the absence of clear and realistic goals. Reputation management is no different. We will agree on target outcomes that can be clearly measured

Research – building a picture

We will speak to key stakeholders to understand exactly what they know and think about your organisation. At the same time, we will look carefully at existing research and data sources. We may also recommend and carry out new research where that is required to fill any gaps.


Once we have built a reliable picture of an organisation’s reputation, we will bring forward the ideas and recommendations that will protect and develop that reputation. And, working with you, we will set these recommendations out in a clear plan designed to reach your goals.

Executing the plan

Baird’s CMC is well positioned to support all aspects of the reputation management and improvement plan. While it is subject to our client exigencies, we are keen to remain closely involved to support the development and implementation of the recommendations.


Our approach is rigorous and underpinned by research, evidence and intelligence. By amalgamating what we learn we can develop a unique set of metrics to benchmark reputation and track movement over time.

Reputation in a crisis

The first time many of our clients have come to us is when they have a problem. It is at times like this that the fragilities of reputation are exposed and the need to act fast and accurately is most acute. We have learned much from these projects and we have solved many problems. But we would far prefer to get involved earlier, nurture a reputation and prevent a crisis from happening in the first place.

More than a communications agency

Baird’s CMC is a unique global network. Our people have spent decades solving difficult problems across the globe. We understand what makes and what breaks reputation. It is by combining the experience of our people across multiple markets and cultures that we help clients get a grip on one of their most valuable assets.

Your Project Team

Raquel Cruz and Cormac Smith bring significant experience in all aspects of strategic communication and public relations. Having worked across our organisation to develop our new product offerings, specifically aimed at the current challenges we all face, they will assemble and lead the strongest teams to address your issues. With our unique global network rest assured you will always be working with the best in the business.

Raquel Cruz

Project Manager

Raquel is a communications and project management specialist. She will be coordinating the introduction of our new services and supporting clients in the management and delivery of their projects.

Since working for Baird’s CMC, Raquel has been involved in communications, research, and project management for clients including Roche, IFPMA, ViiV Healthcare, Angelini Pharma and Gavi, with accountability for everything from conception to successful completion.

  • Speaks fluent Spanish and English
  • Masters’ degree in International Journalism from Cardiff University, UK
  • Background as a public relations consultant in a Spanish communications agency
  • Experienced radio producer and social media specialist

Cormac Smith

Skills Development
Project Director

Cormac is a highly experienced strategic communications specialist. He has been integral to the development of these new services and will be working closely with clients to understand their needs and develop solutions.

In a career spanning three decades Cormac has held a number of senior positions, including Deputy Director of Communications at the UK Cabinet Office, Strategic Communications Advisor to the Foreign Minister of Ukraine, and as Director of Communications for several UK local authorities.

  • Media training and public speaking expert
  • Experienced in crisis communications
  • Specialist in staff engagement and corporate leadership
  • Trusted adviser on reputation management and media relations