by Randall CraigFiled in: Blog, Branding, Make It Happen Tipsheet, Social MediaTagged as: Brand, Branding, Reputation, Risk Management
Have you ever been in a situation where your personal reputation has been called into question online? Or your organization’s brand is under attack from a special interest group, and it is emerging somewhat battered? Not good.
Of course, the best way to build a great reputation is to do everything “right” in the first place. But no organization (or person) is perfect, and sometimes reputational attacks occur for no other reason than someone sees you as an easy target.
So how might you rescue your reputation?
It is better, and far less stressful, when you are prepared. This week, do a crisis rehearsal: how would you execute each of these steps? What do you need to have in place now? And who else would you need to involve?
Marketing insight #1: While most organizations don’t have a reputational problem, and it might be tempting to file this Tipsheet in your crisis management folder, don’t. While these steps are critical to rescue your reputation, they can also be used to make a good reputation great – especially when nothing is wrong.
Marketing insight #2: An inconvenient truth about reputation: reputation is directly tied to the strength of an organization’s (or person’s) values. If the values are poorly defined, if they are weak, or if they are not intrinsically adopted by each person within the organization, it shouldn’t be a surprise that the expression of that weakness is a weak reputation. Strength on the outside requires strength on the inside.
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