REPUTATION MANAGEMENT: CASE STUDIES
Reputation management should be a priority for every company. Time and time again we’ve seen individuals and companies have their reputation ruined instantly following controversy, speculation, or disasters.
As these occur quickly, it’s important for your business to be ready to handle just about anything so you’re not searching for the best reputation management company at the last minute to save you.
Adoni Media’s founder, Leisa Goddard, claims managing reputation is about being media trained, having a crisis management plan, and always looking to generate positive publicity for your organisation.
“When you actively tell the positive stories about your business and how it’s helping people in the community. The media is more likely to go to you in a time of crisis and let you tell your side of the story.”
“If you establish your brand as one that’s willing to talk to the media this will get the journalist onside.”
“Just recently an organisation we worked with had a disgruntled employee go to the media and because that business had a great relationship with the local news the story wasn’t released until the business was ready for the media to do so.”
An essential part of reputation management is being prepared – particularly for a crisis. While a crisis is unpredictable, it’s definitely not unexpected.
Any business can become victim to a crisis so whether it be reputation management consultants or a crisis team, make sure you have the employees and resources available.
You need to have access to immediate communication tools (such as social media to answer questions and address any incorrect information). This will also include a briefing document of what exactly happened to issue out internally, so all staff are aware of the company’s position and state of resolution.
Following this, you’ll be required to address the public, usually in a media conference so you need to know how to present yourself to the media.
The main thing you need to do is be standing in front the media (who are asking the hard questions) and making sure you know your key messaging and are adamant the company is doing everything in its power to resolve the situation.
In many cases it’s important to be compassionate in these instances, as people may have lost their lives and their families are suffering. When in the spotlight you don’t want to appear an emotionless robot.
At Adoni Media, we offer presentation and media training for this exact scenario. Your reputation may take years to build, but it can be destroyed in seconds so we focus on what the media are looking for and how your presentation can affect your company’s reputation.
To help understand the impact handling a crisis can have on reputation, here are a few reputation management examples to show why you need to be prepared.
Successful reputation management
Cases where a company (or individual) have successfully handled their reputation often go unnoticed as they skilfully know when to be in the media and when to stay quiet.
A recent example of how you can keep a positive reputation is Chris Hemsworth picking up a hitchhiker on his way to Byron Bay.
The celebrity not only picked up the hitchhiker and drove him part of the way but gave the man a lift in his private helicopter, as the actor travelled back to his home near the coastal town.
The whole stunt was captured on Hemsworth’s personal Instagram, which was then picked up by the wider media.
Does your company know how to manage its reputation?