* Tell the truth A customer who discovers that you have lied disappears, never to return.
* Deliver The easiest way to build and retain a good reputation is to promise a high-quality product or service and then to produce the goods consistently.
* Build up your goodwill bank In times of crisis, the public will forgive a surprising amount if you have previously invested in establishing a good reputation. All reputations are vulnerable, but the stronger your foundations, the tougher it is to knock you down.
* Know your messages Agree and prioritise them, ensure that they pervade every form of communication.
* Be led from the top It is not enough that the most senior management are aware of your reputation management strategy and planning. Unless they buy into it completely, it will not work.
* Plan Reputation management is both easier and more cost-effective if carried out in an organised fashion, according to a predetermined strategy.
* Plan for the worst In every area of your operation, ask what could happen that would be most damaging to your reputation. Then, plan for that worst-case scenario, as well as any other less fatal but damaging possibility.
* Test, rehearse and revise Test every area of your crisis plan thoroughly. Ensure everyone knows what their role is and is comfortable putting the plan into practice. Revise the plan in the light of your findings. Re-test and update the plan frequently – at least once a year.
* Own your crisis plan Somebody has to be in charge and they have to be recognised and accepted as such from the outset. If the chief executive is unhappy to follow your lead, the worst time to find out is when your reputation depends upon their immediately following your guidance.
* Know your limitations If you are not an expert in reputation management, hire somebody who is.
reader comments