From the auto industry to the oil industry, from politicians to celebrities, being inaccessible or reclusive during a crisis will almost always backfire. The Internet has changed how information is read and distributed forevermore. And if you’re not proactively managing your brand, someone else will for you.
Your brand is your most important asset. Your brand is what attracts the best job candidates, commands a premium in your stock price and helps you retain top talent. Your brand is what distinguishes you from every other company out there. Your brand is your essence.
Imagine building a solid reputation for decades and overnight it’s tarnished or in shreds. All the industry accolades and employee goodwill can’t help you now. That’s why having a reputation management plan as part of your ongoing communications is so crucial. Crisis communications, by definition, only occur during a crisis. In many instances, companies give it a vague purpose and add the job function to an already overburdened corporate communications manager. Read the rest of this entry »