The Nobel Prize for Unnecessary Reputational Risk
Let me start by saying that I respect and admire Barak Obama: you’d be hard pressed to find a Canadian that doesn’t. As a speech writer, I am always awed by the President’s easy tone and passionate delivery. As a world citizen, I am thrilled by what he represents and full of anticipation for what he hopes to accomplish.
However, from an organizational reputation perspective, I believe that the Nobel Institute has taken an unnecessary risk awarding President Obama with the Peace Prize this year.
If the awarding of global honours were an industry, the Nobel Institute would certainly be the market leader. While most of its work goes unrecognized, each of its products holds the highest stature in their respective fields, with its strongest brand undoubtedly being the coveted Peace Prize. With very few mistakes (the most obvious being the oversight of Mahatma Ghandi), the organization has built a strong public reputation for recognizing the world’s greatest peacemakers without the interference of public opinion or political bias.
So it surprises me that the revered Institute would risk diluting their most valuable brand with such a hasty decision this year.
While the pundits continue to debate, it is clear Obama’s nomination was submitted to the Nobel Committee before the deadline of February 1, 2009, and – given that he took office just 12 days prior – there is a valid concern that his nomination and subsequent award were granted somewhat prematurely.
Regardless, the recent media attention has put a spotlight on the transparency of the whole awards process. For an organization whose foundation lies in the lofty ideals of higher purpose, this recent exposure could cause serious reputational damage.
So what can professional communicators learn from this recent case? Always remember that your brand integrity is a long-term asset, so don’t be beguiled by unnecessary risks promising short-term gains.
I have no doubt Barak Obama will – in the near future – achieve things that will certainly be worthy of the Nobel Institute’s praise. But for now, the Award for the Most Unnecessary Reputational Risk has to go the Nobel Committee itself.
If you are looking for ways to enhance your organization’s reputation, contact me for a free consultation at Peter@CommunicationsUnlimited.ca
on October 21st, 2009 at 5:23 pm
I agree with the author (and I wrote in my blog that this Prize was given to Obama as a “brand” and what it means in people’s minds, not to the man himself).
From my point of view, it was premature. Although I also admire Obama and his good intentions. The point for me is: Prizes are seen as “more legitimized” when given to people in recognition for a work already done, not still to be done.