By Nuria Capdevila, Founder & CEO CIRCLE Corporation, Spain 

Is it really possible to achieve visibility without risk? Perhaps not entirely - but it is possible to manage exposure with strategy, empathy, and ethical consistency.

We live in an era of hyperexposure, where reputation is built with effort and can be lost in seconds. It is no longer enough to offer a good service; organisations must build emotional connections, maintain stakeholder trust, and be prepared to respond with clarity, humility, and coherence when needed.
In the funeral sector and related fields, this demand is even more critical. The handling of death is not an administrative task - it is a deeply human, intimate, and symbolic experience that shapes a family’s memory for generations. Reputation here is not just a competitive advantage: it is a condition for survival, influencing business profitability (as families choose based on trust), institutional prestige, and team commitment - as professionals must feel proud of the service they provide.

In this context, reputation is not protected by internal policies alone, but through coherent storytelling, open dialogue, and timely response. Crises do not begin with the incident itself, but with how it is addressed. Organisations that aim to sustain public trust must embed perception management, ethical consistency, and strategic communication into their DNA. Values must be lived - not just declared.

Understanding the Digital Ecosystem: Key Definitions 
Before delving into reputation strategies, it is essential to distinguish the key figures representing the funeral sector in the digital environment - especially within a sector that has traditionally been conservative.
A funeral influencer is someone with a significant social media following, recognised as an expert with an independent voice and editorial autonomy. This individual might be a thanatologist, psychologist, social worker, or funeral director with a strong digital presence, often collaborating with various organisations.
In contrast, a brand advocate actively promotes a brand out of genuine connection. They may be an employee, client, strategic partner, or recommending a professional. Unlike the influencer, the brand advocate is closely aligned with the values of a specific brand.

The Risk of Unmanaged Visibility
Without proper training and strategy, a digital presence can seriously damage the funeral sector’s reputation. Trivial or sensationalist content undermines perceptions of dignity, while misinformation erodes public trust. A single lapse in judgement can ignite a reputational crisis that crosses cultural and national boundaries.

Strategic Tools for Reputation Mananagement 
To effectively manage reputation in digital environments, funeral homes can draw on a materiality matrix to identify which issues matter most to their stakeholders. This tool helps prioritise key concerns and mitigate risks to the sector’s image.
Some of the most relevant topics include: respectful approaches to grief, transparency, professional training, ethics, sustainability, innovation, cultural diversity, and responsible communication.
A successful reputation management approach must be systematic: setting clear objectives, identifying key stakeholders, and aligning priorities with the sector’s core values. Internal and external diagnostics are essential to understand perceptions, anticipate risks, and design a strategy that includes communication protocols, spokesperson training, and educational content that fosters public trust.

Building a Holistic Strategy 
The success of any digital communication strategy in the funeral sector depends on its ability to foster a shared belief system that resonates genuinely with its stakeholders. This model rests on five essential steps: defining a unique and differentiated identity; building a common platform that unites stakeholders around the values of dignity and respect; establishing clear communication guidelines; building trust by aligning words with actions; and achieving scalable influence through authentic advocacy.
 

>> Dive into the full article in THANOS Magazine to explore strategic recommendations