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CRISIS!! You need to inform those closest to your organisation about what has happened, how it will affect them, and how you plan to respond. These important relationships include both internal and external stakeholders such as employees, customers, media contacts, suppliers, and partners. They all need to hear from you immediately.
But wait. You need a moment to check who they are and how to get hold of them? You cannot quite remember where you saved the list. Each division has its own version in different formats. That is a red flag. It is a serious reputational risk. Why? Because your reputation is built on relationships. You cannot strengthen or protect those relationships if you do not know how to reach the people who matter most. The same applies when you want to conduct research. You cannot gather opinions if you do not have the correct contact information.
“At Reputation Matters, when we measure reputations, it is not the questionnaire development or even the analysis that takes the most time,” shares Regine le Roux, Founder and Managing Director. “More often than not, it is getting databases updated before we can even go into the field. For many, it is easy to push database cleaning down the to-do list, when in fact it is a strategic necessity. Taking the time to clean out the clutter pays off: a clean database protects you in a crisis, speeds up research, and strengthens relationships with the people who matter most.
This is your annual reminder to ‘spring clean’ your database.
Why messy databases damage reputation
- Slow crisis response. If you cannot reach the right people fast, speculation fills the gap and trust erodes.
- Wrong audience, wrong message. Blasting everyone looks lazy. Targeting the right people shows respect.
- Poor first impressions. Misspelt names or outdated titles say you are not paying attention.
- Compliance risk. Protection of Personal Information (POPI) consent and opt-outs are non-negotiable. Ignoring them invites complaints and reputational blowback.
- Missed opportunities. Out-of-date databases mean you lose track of potential clients, partners or collaborators who could add value.
Spring-clean your database in one focused hour
You do not need fancy systems to start. You just need discipline.
- Purge and merge. Remove duplicates, archive non-responders, and merge partial entries.
- Fix the basics. Check names, roles, contact numbers, and preferred channels. Replace generic info@ addresses with real people.
- Tag for targeting. Simple tags such as client, prospect, supplier, media make communication sharper.
- Record consent. Track POPI consent and make opt-outs effortless.
- Capture at source. Enter every new contact immediately, even if your Customer Relationship Management (CRM) is just a spreadsheet.
Make it a habit
Spring is a good reminder, but your database needs care all year-round. Add a quarterly tune-up to your to-do list, or even make it someone’s Key Performance Indicator (KPI). The small investment of time pays off in credibility, efficiency, and trust.
The payoff
A clean database protects you in a crisis, speeds up research, and keeps you connected to the right people in the right way. The bonus: in the process of cleaning, you might just uncover fresh opportunities such as a past client ready to reconnect, a prospect you had forgotten about, or a collaboration waiting to happen.
Bottom line: Clean data. Clear communication. Strong reputation.
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