Monday, May 9, 2022
Lynette Von Minden

Today, perhaps more than ever before, marketing professionals need a solid crisis communications plan. Social media, online reviews and the 24-7 news cycle have shown us that negative situations can quickly spiral out of control. And when they do, they can leave a lasting – sometimes fatal – imprint on your organization and your brand. 

Because crisis communications has risen to the forefront for public relations professionals everywhere over the past decade, there are now thousands of sample plans and multi-step processes available online. These generic plans cover what you should do from the advent of a crisis to its conclusion. However, while having a crisis communications plan is important, wouldn’t it be better if you never had to use it?

That’s where reputation management comes in. While it may sound like just another term for crisis communications, it’s quite different. Sound reputation management can help you prevent crises before they happen, protecting you from potentially damaging situations that could take weeks, months or even years to overcome.

Reputation management is an ongoing process. By constantly monitoring audience perceptions, you can implement strategies to bolster your brand’s image when necessary. In this Perspectives series, we’re going to share some steps you can take to launch your own reputation management program. We’ll get you started on the right path by getting the right stakeholders involved, determining your organization’s current reputation, pinpointing your vulnerabilities and finally, creating strategies and tactics to address those vulnerabilities.

In our next installment, we’ll talk about how to create a reputation management team and assess your current status.