It’s not just about having a good, current reputation, it’s about protecting, maintaining and enhancing that established reputation to ensure your audiences continue to understand and support your brand. It takes time to build a good reputation and just a moment to damage it - alongside your profit lines.
Consumers (even loyal ones) will change their buying habits based on your business behaviours or if they perceive dissonance in your values and ethics.
Companies with good reputations already need excellent and consistent PR in place, it’s good business practice. It’s about avoiding the crisis and effectively damage limitation and recovery should one occur.
Checklist!
Do you have a strong relationship with your stakeholders, teams, agencies and audiences?
Do they know and understand your organisational values well?
Do you have consistent and regular communication with them?
Would they support and endorse you in a crisis?
Do you have a strong PR communication strategy in place?
If the answer to any of these is NO or you are UNSURE, then now is the time to look at your communication and PR strategy and put your business in a stronger position to avoid any defensive reactions and promote positive responses.
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