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When Standing in Line with Brittney Spears Leads To Reputation Failure

Posted on Aug 17 , 2007 in Communication & PR & Reputation & Spin This! & Strategy

You know how it is. You're standing in line right behind a controversial person and your picture is taken. And far from getting congratulatory phone calls, your own mother calls to find out why you're hanging out with the low life. What's a person to do? Which leads me to today's Question:

What should be done to change people's minds when your perceived reputation is far from the truth? Or better, what can a partner do to distance themselves from a group/individual/business that has placed an entire organization in a negative light?

I have some thoughts:

First, what is your reputation?
It is possible that you have been grouped with the other agency/business/person because you have never developed your own reputation and have just been seen hanging out at the same parties/events? If that is the case, then you need to define your reputation and make sure people learn your story. Distance youself from the 'bad' group and start being seen with the 'good' guys. Start telling your story.

Who are your detractors and do you have any champions?
Sometimes, it seems as though everyone is out to get us and we back ourselves in a corner, ready to defend ourselves. However, there are usually at least one group that either already knows the truth about your real reputation, or a group that is willing to listen. Who are these people? You need to go out and find them.?Ç The basic premise here is to take your story to the community most affected or interested in you.

What opportunities do you have to reach your champions/near-champions?
What tools can you utilize that build into a strategy of repairing/developing your reputation? Do you have a Speaker's Bureau, a dynamic CEO, a website, a PSA, or any other tool that might help you reach out and talk to people? You need to look for ways to build one-on-one and world-of-mouth opportunities for explaining your story. Social media may also help to drive people to your website or other materials. Engaging people in discussion will generate goodwill, identify weaknesses and perceptions, and allow you to move forward in rebuilding a damaged reputation.

So there's a start. What do you think? Any ideas, strategies or war stories to tell? Let me know.

  • http://www.wordymouth.com Michael Sommermeyer

    I offered a few other ideas on this topic earlier in the year:

    Tips for Recovering a Lost Reputation

    * Explain the situation by being honest and thorough;
    * Push to use all communication channels and seek two-way communication;
    * If you are cleared of wrongdoing, make a public statement proclaiming your innocence;
    * If you are implicated, immediately apology and offer to make amends;
    * Educate your employees, vendors, and friends; give them tools to help spread your message;
    * Seek public support by explaining and meeting with advocates as well as detractors; and,
    * Prepare to wait for results – patience is a virtue

    Once these things are done, you can concentrate on auxiliary tactics to enhance your reputation. Become involved in charity and community service opportunities. Present a professional demeanor, continue to communicate and listen to your publics; they can guide you toward recovery.

  • http://occamsrazr.com Ike

    Dude… you have a pic of you with Britney? OMGWTFROTFL!

  • http://www.wordymouth.com Michael Sommermeyer

    Actually….oh, let’s not go there!