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Objective

Reputation and crisis

Protecting trust day to day, and responding well when something goes wrong.

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Reputation is the trust people place in an organisation, built day to day and tested when something goes wrong. An integrated plan keeps one set of facts and messages for every audience, tells employees first, listens where problems surface, and has a rehearsed plan ready before it is needed.

What matters when choosing

  • A message house everyone can use: the core position, the proof points and what the organisation will not say.
  • A crisis plan with named roles, sign-off rules and holding statements, rehearsed before it is needed.
  • Listening across the press, social media and customer service, so that the team hears about problems early.
  • Employees briefed first and told what they may and may not say in public.
  • Measures of what changed rather than of volume: share and tone of coverage and key messages picked up to steer, trust and stakeholder support to prove.

Questions to ask vendors and agencies

  1. Who can approve a public statement at night or at the weekend, and how fast?
  2. How will we know a problem is growing before the press calls?
  3. What did people understand and believe after the coverage, and how will you measure it?

Common mistakes

  • Reporting the advertising value of coverage, a measure the communication measurement profession rejects.
  • Saying different things to staff, customers and the press, or saying nothing for too long.
  • Promising in communication what the organisation has not yet fixed in practice.

Typical disciplines Public relations Internal communications Social media Content marketing

Platforms that fit (7)

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  • HootsuiteServes Reputation and crisis
    Strong match100
  • SprinklrServes Reputation and crisis
    Strong match100
  • Lumen by TalkwalkerServes Reputation and crisis
    Strong match100
  • Muck RackServes Reputation and crisis
    Strong match100
  • MeltwaterServes Reputation and crisis
    Strong match100
  • BrandwatchServes Reputation and crisis
    Strong match100