Managing organizational reputation is a strategic process that can be represented through an acronym, F.O.C.U.S. In this process, F stands for finding the facts when the organization conducts research to better understand what the issues are. O stands for outlining the objectives when the organization develops plans of activities based on their research and organizes those plans into goals and P.S.M.A.R.T. objectives. C stands for conducting the campaign when the organization works on achieving its objectives through strategies and tactics. U stands for understanding the upshots when the organization evaluates the results of all their efforts and determines if their investments produced any returns. The final letter, S, stands for steering toward stewardship, where the organization works non-stop at maintaining relationships with the publics through reporting, reciprocity, responsibility, and relationship-nurturing strategies.