A bad PR move can ruin your brand, even with the best public relations teams on board! So, why is it that Tylenol, Charlie Sheen, and others survive scandal where many others (sometimes worse off or not) fail? Well, it is all about reputation.
I know what you're thinking... there's no way I just used the phrase "Charlies Sheen" and "Reputation" in the same sentence and in a positive manner! The truth is that people love him regardless of whatever shenanigans or Tiger Blood he produces. People still take Tylenol in spite of the major scare so many years ago.
Reputation management has to be built long before a crisis ever takes place. Why? So when a crisis does take place, the crisis communication aspect of publicity actually works. This said, there are three rules every publicist follows when working with reputation management. I've listed them below;
1. First, don't assume people care about your press release, media kit, or other collateral. Guess what, if the media doesn't spin it or it doesn't go viral- people don't really care, and if they do- only until the next breaking news story comes along. Reputation management is about likability and making people care about you, your client, or your brand.
2. Second, don't assume what you or your client says can't or won't be taken out of context. It will. Some stringer journalist will look to make a name of him or herself. Make sure you have a plan to deal with these types of reporters ahead of time. Know what you can and can't do when responding to this legally and from a PR POV.
3. Play the relationship / favor card. You will have to bite the bullet here. If you have a really green client, reporters may not see their media value. You may have to trade a feature with a major client to get small clippings for the yet-to-be major client.
I hope this information helps you. Contact me, however, if you have any questions.
Until tomorrow,
Velma Trayham
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