With my reputation?

04 Oct With my reputation?

Long before the hit Gone Fishing with Bob Mortimer, Paul Whitehouse once played a lecherous upper class cigar-puffing champagne bottle clutching character in The Fast Show called the 13th Earl of Wybourne.

About to commit some unspeakably lewd act in the dead of night, the Earl would cheekily suggest the blame lay didn’t rest with him, rather those who allowed him to be there, not least ‘with my reputation?’.

The inference of course is that reputations go before us – be it a playboy toff or the humbler among us.

So why would you put your reputation on the line with dodgy deeds and actions?

If you’re an earl with wealth and prestige you may think you can ride the waves. Or maybe not. Look at Prince Andrew. Or a Teflon-coated celebrity. Hello Russell Brand.

Fact is, reputations matter yet are often shattered in seconds.

Unlike Prince Andrew, who seemed blissfully unaware of how badly his 2019 car crash TV interview with Emily Maitlis had gone, anticipating what was coming, Brand got his revenge in first by slating the Channel Four Dispatches programme – In Plain Sight, which featured interviews with four women who alleged they had been sexually assaulted by Brand, before it was even broadcast.

Speaking to his 6.5 million YouTube followers Brand denied the allegations and dismissed it as a conspiracy among the mainstream media (MSM).

It is a familiar modern-day defence among not just among celebrities but politicians too. Deny everything and claim the MSM are out to get them. May work, might not.

Writ-large, reputation crises occur when two things collide – something gets said or written about someone or something publicly which can then tarnish their reputation.

The more authentic the source and wider the reach – let’s say the MSM for the sake of argument – the more serious it can be. Yet a reputational storm can blow up on social media in seconds among smaller, more closely defined, online communities.

If a few stray bullets are fired from the hip by a lone wolf, few will care or pay attention so the harm can be minimal.

However, a bit like generals who insist the best wars they fought were the ones they averted, the easiest way to avoid a reputation crisis is to maintain your integrity. It will buy you time and credibility in a downturn.

But what if a bomb explodes to threaten your reputation?

Each incident is unique of course but there are some simple guidelines.

The first is to acknowledge is that perception is more important than fact. You need to get the facts as you understand them to be (not your own truth-twisting) out there as swiftly as possible to change the perception. Not with deceit (that will make things worse) but with honesty.

Second is, never ignore a looming crisis. Burying your head in the sand ostrich-like is not an option. You’ll still hit the iceberg.

Neither is saying ‘no comment’. Sure, you may need time to investigate what has occurred so a holding statement may be appropriate to circulate but if you refuse to say anything the risk is it will be perceived as guilt, complacency (can’t be bothered) or irresponsibility – literally unable or unwilling to respond.

None of these options are a good look.

So, what should you do?

The first step – as with all good comms – is to be positive and proactive.

Positive in a willingness to explain what has happened. Proactive in doing something about it and communicating in a clear and positive way.

We often judge people on how well they do in choppy waters not just calm seas so how you are seen to handle a crisis is crucial to maintaining your reputation.

It might ultimately be your fault or that of your firm or organisation, in which case you need to investigate fully and prescribe a solution. This may include ‘fessing up and apologising or a need to clarify matters in case there has been a misunderstanding. If the allegations are wilfully false, explain that you are the victim of slander or libel.

You also need to calculate where you are now and where you want to steer the crisis to. Indeed, you may wish to ask, if you handle this problem decisively with clarity and honesty, if you can turn a negative situation into a positive outcome.

To establish the facts and provide a measured response you may wish to immediately inform your team – be it fellow directors, partners, employees, suppliers and customers – and prioritise the best order in which to do so.

You may wish to call on professional advice – such as communications specialists, lawyers and experts at what you do – anything that will help to investigate the problem, devise a solution and enable you to communicate in a clear responsible way.

Will it work? Who knows?

All any of us can do it throw our reputation to the mercy of others – and hope that our reputation is preserved and our integrity maintained. Nothing matters more.

With my reputation is the theme of October’s Business Media Club meeting on Friday, October 27 from 10am to midday, when we will provide a step-by-step guide on how to cope with an unfolding media crisis.

For further information visit: https://chrisgreenmedia.com/cgm-business-media-club/.

To book your seat for this meeting visit our Eventbrite page: https://www.eventbrite.co.uk/e/cgm-business-media-club-tickets-510151094657