In today’s media landscape, reputation is everything. A well-crafted image can take years to build, yet only moments to unravel. For brands and businesses, safeguarding reputation isn’t just a defensive play, it’s a strategic necessity – and that goes for all brands, not just household names.
At Tangerine, we preach that corporate reputation management and reactive crisis preparedness go hand-in-hand with proactive press engagement. However, finding the right focus and balance between these elements is key to, not only surviving media storms, but thriving when they pass.
This preparedness is becoming more and more prevalent in the wake of new emerging threats – AI-driven disinformation, supply chain disruption and even cyber attacks are all part of a new arsenal businesses must be ready for.
The Power of Reputation
A company’s reputation is its most valuable asset. It shapes how all stakeholders and customers perceive it. In the age of digital immediacy, where news travels at the speed of a click, it’s never been more critical. One misstep, one incident left unaddressed, or one bad decision in comms, can snowball into a crisis that tarnishes a brand’s credibility.
This is why reputation management must be proactive, not just reactive. Regularly engaging with the media to highlight positive stories, community involvement, industry leadership, and innovative projects sets the narrative before others can. By owning their stories, brands can fortify their image against potential disruptions, essentially pocketing and building positive credibility.
The Crisis Management Rs: Respond, Recover, Rebuild
When crises do arise, and they inevitably do, the speed and effectiveness of the response can make all the difference. At Tangerine, we employ a structured crisis management approach:
- Respond quickly and authentically – address the issue head-on with transparency and honesty. Delays or vague statements only make things worse
- Control the narrative – while you can’t always control the story or put a genie back in the bottle, you can influence the direction things take. Clear, concise messaging helps shape wider perception
- Monitor and adapt – real-time monitoring allows for quick pivots in strategy if sentiment around a story shifts unexpectedly
- Learn, improve and be ready for next time – although it can be an incredibly stressful and busy experience, every crisis is an opportunity to refine processes and strengthen future responses
The Balancing Act
Overall, one of the greatest challenges in corporate comms is balancing proactive press coverage with risk and crisis readiness.
The key lies in integration—building a robust communication strategy that promotes brand strengths while staying crisis-ready. We specialise in this balancing act, ensuring businesses not only shine in the spotlight but are also resilient in the storm.
That’s why we have our Crisis Lab simulator, to ensure you stay one step ahead. Want to know more? Get in touch here or email me at luke.mcdowell@tangerinecomms.com
