What Communicators Get Wrong About Reputation Management

Why are most communicators approaching reputation management from the wrong starting point? In this first video of Ragan’s Signature Voices Series, Jano Cabrera, Chief Communications Officer at General Mills, challenges communicators to rethink how they define, measure, and manage reputation—starting from within their own organizations.

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Too often, communicators focus on external perception before understanding how reputation is shaped internally. In this conversation, Jano Cabrera shares why true reputation management starts with an internal audit—and how aligning employee perception, leadership trust, and corporate purpose creates a stronger external brand story.

This episode sets the tone for Ragan’s Signature Voices Series, where top communicators share fresh perspectives on leadership, strategy, and the evolving role of corporate communications.

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