In today’s world reputation is paramount, so it’s worth protecting. The speed of communication means that a reputation can be irreparably damaged extremely quickly. Sometimes more painful to watch is when events seem to go wrong in slow motion, and there is an (ultimately futile) attempt at salvage, when really it would be kinder to put things out of their misery more painlessly and quickly.
I think that the ‘slo-mo’ death is what’s happening to the eurozone economy at the moment (UK and US to follow!), a sentiment supported by many industry clients and contacts. Interestingly, when I started putting some thoughts together for a blog on this topic back in June – but then got diverted by events at News International – it struck me that what was taking place in Greece then (uncertainty leading to civil unrest) was the first step in an inevitable ‘slow death’ scenario. That the reputation of Greece has been damaged is irrefutable; but so too have the reputations of all of the European ‘political leaders’, who many believe, are sticking their heads in the sand, and seem incapable of acting in the decisive manner required.
I digress. Reputation is the theme of this blog, and I wanted to give some consideration to what individuals or companies (or national economies – why not!) can do to protect theirs. First of all is to recognise that good reputations are deserved. That rules out salvation for some of the floundering economies straight away. Honourable and ethical dealings are a given if you want to keep your good reputation. Friendly and transparent communications to all stakeholders are paramount.
However, no matter how diligent you may be, bad things happen to good people and companies – and countries – and preparedness is the key if you’re going to be well-positioned to deflect the bad news.
For companies, crisis training and a crisis plan can be invaluable in firstly assessing your risks and then putting measures in place to counter the bad news. The formation of a crisis team is a good first step, and the team should meet at least twice a year, even if everything is looking hunky-dory. Media training for spokespeople should be regularly refreshed, because no matter how much you perfect your key messages, an ill-thought out comment from a spokesperson can undo everything very quickly (example – Tony Hayward).
Preparing all staff to be prepared is also key: educating and alerting switchboard and reception staff; creating a media log for taking and managing press enquiries; involving all staff and making sure everyone knows who is allowed to comment should all be a part of the plan.
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