Year 2018: Every Reputation at Risk

What is the lesson of the radically altered reputations of 2017? It is that bad news travels faster than ever before, and there’s nowhere to hide. For companies and their leaders, the need for preparedness has never been more relevant. For every reputation that crashes, so does a company’s market value. It doesn’t take a major scandal to bring disaster, every business is vulnerable to a misleading sentence in a report, a disgruntled employee or consumer on social media or the malice of competitors. As we enter 2018, take heed and be ready.

The five roads to preparedness:

  1. Reputation Management Plan:Short and actionable, ten pages max with all the team players’ cell numbers and social handles at the ready.
  2. Vulnerability Audit: Assess all risks with the team including litigation, data breaches, misconduct of any executive or employee and political climate.
  3. Team Timekeeper: When reputation is at stake, the pre-assigned crisis team and their backups need to convene immediately. The timekeeper knows when thinking time is up, and it’s time to start talking.
  4. Ready Response: There will be only minutes to respond to Twitter and Facebook crises, and not much more for a reporter on deadline. Find words in advance and clear them with the company attorney.
  5. Event Simulation:Surprise your team to see if you’re prepared to hit the ground running. Make it as real as possible using simulation tools that mimic your social channels. Is your response authentic and in keeping with your brand?

In today’s climate, unexpected blows are to be expected. The good news is that successful crisis response can actually enhance reputations. A leader at the helm prepared to speak with conviction and authenticity is not an accident, and can turn accidents into opportunities.

Best wishes for the new year.