Reputation and crisis


Why do so many organizations agree that reputation management is so important?

Your reputation influences how your stakeholders think and feel about you and how they interact with you. Is it negative or inconsistent you will run into problems raising funds, recruiting the best staff, working with journalists, engaging on social media or motivating your staff.

Positive reputation, earned over time, can be traded for trust, higher prices and supporter and funder loyalty.

Your reputation is build by every impression and every interaction a stakeholder has with you. In other words, your reputation is defined by others and working on it is never over.

It is crucial to understand that you have got a reputation whether you manage it or not. People talk about you whether you join the conversation or not.

And in case of a crisis your reputational capital is your most important asset.

In today’s hyperconnected world your reputation is constantly at risk. Millions of blog entries, Tweets and Facebook posts can aggravate any real or alleged mistake you made.

Social media is one way to build your positive reputation due to its inherent strengths. It allows you to communicate directly with your stakeholders, use a human voice and offer content that is both engaging and helpful.

 

To manage your online and offline reputation

– we start with evaluating your current situation,

– we define a goal and build a strategy,

– identify influencers and ambassadors,

– monitor online, social and offline mentions and assess risks,

– establish a process to react to negative sentiment,

– measure success and adapt where needed.

 

 

A crisis is the largest threat to your reputation. A crisis can hit you in many forms: a partner embezzling money, a board member behaving publicly in a way that violates your code of conduct, a global health project gone awry, a campaign visual which in hindsight you would not have chosen….

The crisis puts your organization’s survival in jeopardy. Donors and partners dissociate themselves; the media attacks relentlessly; your staff and supporters are dazed and looking for assurance.

While you must understand that a crisis can hit every organization, there are several actions you can take to survive a crisis almost unharmed – and I am here to support you in this endeavor:

1) Run a comprehensive risk assessment which includes every aspect of your operation.
2) Prepare for a crisis: when a crisis hits you have to have pre-defined and rehearsed processes in place to deal with the public and your stakeholders.
3) Keep your cool during the crisis. (It will get worse before it gets better).
4) Repair the damage and rebuild trust.

 

For more information please contact me under florian(at)florianeisele.com