Being decisive can be difficult. But it’s the most important thing you can do.
That’s why it’s the first thing a reputation manager will advise. The sooner you take a scalpel to the problem, the sooner you’ll regain control over the story. The longer you wait, the deeper the damage you’ll suffer.
Hesitation or equivocation makes you seem uncertain and untrustworthy (sometimes with good reason).
Neither causes the public to have confidence in you.
- Consider UCLA. After three of its athletes embarrassed the university and the nation by shoplifting while on a goodwill tour in China, UCLA hemmed and hawed, then finally imposed only an indefinite (rather than a permanent and decisive) penalty.
- Or a company that took only baby steps to rein in its founder after he was caught taking sexual liberties with female staff. When that failed, it was forced to bring in expensive legal and strategic communications teams to clean up the mess and divorce the firm from its founder completely and permanently.
- Or a non-profit that was reluctant to sue a longtime executive who was popular in the community even though she was discovered misallocating funds.
Why the waffling? It seems easier. It avoids tough decisions.
Those who do it offer a multitude of reasons. Some may be true. Some may be no more than excuses. Others may never be admitted.
At the end of the day, it often comes down to money. College sports are a major money-maker, and losing key players could adversely impact revenue. Founders and longtime employees are often inextricably linked to their companies or non-profits, and management is reluctant to cut the cord or seek retribution/restitution lest it jeopardizes business or donors.
On the slightly brighter side is the silver lining found by a beleaguered executive of a firm after its founder was dubbed “the Canadian Harvey Weinstein” and his name became toxic. “At least our name isn’t ‘The [insert founder’s name] Company.’”
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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