How to Manage Reputation in the Post-Truth Era

Digital Profile as Capital: How to Manage Reputation in the Post-Truth Era

Marianna Konina's interview for Cyprus Business Focus magazine

In today’s world, business is impossible without a digital footprint. In the past, reputation was viewed as an abstract concept — the opinion of colleagues, partners, or clients — but today it has evolved into a form of capital that directly impacts access to financing, opportunities for collaboration, and company growth. Online reputation has gradually evolved from an optional task into a survival tool in the global market, especially during compliance procedures.

We spoke with Marianna Konina — an expert with 20 years of experience in PR and B2B marketing, and founder of a company in Cyprus — about why the digital profile is becoming a key asset and what businesses can expect in the years to come.

— At what point did you realize that online reputation had become a decisive factor for your clients?

I came from the international corporate business. For the past two years, I have been developing Reputation City in Cyprus, together with my partner Alexander Bukhtiyar. Our clients are precisely those companies operating in the global market and facing the need to establish a digital profile. The trend started at least 10 years ago with the development of digital databases, when banks began collecting information as part of KYC procedures. Today, the issue of digital profiles is more pressing than ever.

— Why did you choose online reputation management as your focus?

It used to be fashionable to say, “I’m not on social media,” or acceptable for a company not to have a website. That ended the moment banks started requesting LinkedIn links. In the past, real-life activities were merely reflected online. Today, PR and marketing professionals initiate activities specifically to create the right digital footprint. Online reputation management is what allows us to shape how a company or individual is perceived by those who Google them or even "ask ChatGPT.” I see the future of the market in online reputation.

— Today compliance is mandatory. What happens to companies that are not prepared in advance?

They face delays in compliance processes. Stakeholders are only interested in two questions: where the money comes from, and what the business is doing today. It’s much easier to prepare the “story” six months in advance and publish it online — controlling the situation before the checks begin.

— How realistic is it to manage “the truth on the Internet”?

If someone wants to launch an informational attack against a company or individual, it is easier to do that than to defend against it. With AI, content can be generated and published effortlessly. But protection and rebuttals require evidence. It is the responsibility of the company to publish its version: history, facts, and data. If some sources contain false or outdated information that can be corrected, that must be addressed as well.

— Can you share an example where a digital profile helped a company pass a check?

A fintech company from Eastern Europe wanted to open an account in an international bank. The bank found fragmented and negative data online: old publications, empty executive profiles. Over three months, we built the company’s digital profile: updated the website and biographies, synchronized registries with LinkedIn and Crunchbase, and ensured relevant search results. During the repeated check, the bank received a clear picture. The company opened the account without issues and later successfully raised an investment round, where the digital profile became part of the due diligence package.

— What three pieces of advice would you give to businesses that are only now starting to think about reputation?

First: don’t wait too long, because in the meantime, people will form an opinion about you without your input.
Second: collect data that can become an advantage during compliance.
Third: start managing the situation — either on your own or with experts — as soon as possible.

— How will the concept of reputation change in the next 5–10 years?

Data verification will become more difficult: distinguishing truth from fabrication will only be possible through documents and registries. We are already under a microscope: digital profiles, biometrics, cameras, AI. If the world follows the path of China and its social credit system, reputation will become the most important asset, true capital.

Today, business operates in an environment where any search query or bank check can determine its future. The degree to which a company’s digital presence is structured and well-managed affects not only the speed of opening accounts or attracting investments but also the level of trust from partners.

Online reputation is no longer just a business card for a company or its leader. It is a full-fledged tool for survival and growth. In the post-truth era, managing your digital profile means managing the future of your business.

Original version of the article available in Cyprus Business Focus online