There are a lot of recommendations to manage a brand’s or person’s reputation, but the best advice is to ensure you have a proactive reputation management plan and are not just reactively responding.
I was just reading a story about “How Leaders Can Protect Their Online Reputations.” There were five key steps they outlined:
1. Optimize website and social media accounts for SEO.
2. Drive traffic to positive media mentions.
3. Develop personal brand messaging.
4. Create and promote new, rankable content via website and social media channels.
5. Monitor online conversation.
I can think of some additional steps to take to protect a person’s or brand’s reputation, especially online and in the world of social media and digital attacks. Every leader and every brand have specific needs after all, so their reputation management plans should be as specific to them as they or their brand are.
But as I was reading through this, I noticed something, and it’s something that I’ve preached and practiced for years.
Every single recommendation they offer is a proactive measure. There aren’t any recommendations here on what to do once a crisis happens. I didn’t see any advice on what to do when your reputation is threatened across your social media channels, or when an incident strikes.
Proactive Reputation Management Not Reactive Responses
The lesson here is that reputation management should be a proactive exercise, not a reactive response. Regardless of who you are or what brand you represent, the work needs to be done on the front end to protect your reputation.
And look, not every person or brand is in the position to proactively protect against a hit to their reputation. In fact, most companies out there aren’t ready for a crisis. So, effective crisis management is crucial to surviving that moment and it can be done.
But, if you successfully implement proactive measures to protect your reputation and any potential crisis, you’re in much better shape.
I liken it to a cup that’s half full of water – or bourbon or your drink of choice.
The water in that cup is the brand equity you’ve built up among your audiences and key stakeholders. The more you can build up that equity, the fuller that cup is going to be.
And now, think of every hit to your reputation takes a little bit out of that cup. Even small hits over the course of time can lead to major damage and an empty cup.
But, if you can fill that cup to the top through those proactive measures, when a crisis hits, that cup will be full and you’ll have the brand equity built up which will help you manage that crisis and survive the hit.
So, whatever you do, have a plan and start proactively taking measures to build brand affinity and equity and protect your reputation.
More Strategic Thoughts
Here are some recent posts to help as you create your Strategic Communications campaigns, including the importance of having a strategic communications plan:
– Do I Really Need A Strategic Communications Plan?
– Tips For Managing Unethical Communications Requests
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
– Don’t Let Perfect Be The Enemy Of Effective
– Wake Up. Kick Ass. Repeat.
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
Let’s Get RADD
I’ve also been discussing how you can find success following the Coronavirus crisis through the RADD approach, which is Recognize, Adapt, Develop, and Deploy. Check out our previous posts to see how you can succeed with the RADD process:
– Get RADD And Plan For Success Following Coronavirus Crisis
– Prepare for Success and Get RADD, Part 1: Recognize
– Finding Success By Getting RADD, Part 2: Adapt
– Get RADD, Part 3: Develop Plans For Success
– Deploying Your RADD Communications Plan
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