As summer vacation approaches, it’s tempting for companies and non-profit organizations to think that strategic and crisis communications can take a back seat. However, the reality is that reputational challenges don’t go on holiday. While many of our clients in the education sector, such as schools, universities, and school districts, may not have students on their campus, they’re still handling strategic and communications issues. As for our corporate and non-profit clients, summer vacation often means key leadership may be unreachable for critical decision-making.
In this #ThrowbackThursday post, we reflect on an Access Hollywood interview discussing the reputational impact and future careers of Lori Loughlin, Felicity Huffman, and their families post the college admissions scandal, also known as Operation Varsity Blues. We’ll draw insights from this high-profile case to outline five essential measures that organizations should set up before summer vacation to ensure they’re well-prepared for success.
The Challenge of Rebuilding a Reputation:
Repairing a damaged reputation for organizations is undoubtedly challenging, but it’s not impossible. It boils down to two key factors: what the organization aims to achieve and its unwavering dedication.
For instance, if the goal is to go back to the exact state before the reputational hit, disappointment awaits. Things won’t return to “normal” or “business as usual.” Organizations must adapt to a “new normal,” and “business as usual” landed you into damage control mode, so why would you want to revert to old habits?
Lessons for Organizations:
- Set Realistic Expectations: Understand that regaining the exact pre-scandal reputation may not be feasible. Instead, focus on defining new goals and objectives that align with the organization’s revised circumstances.
- Plan for the Long Haul: Rebuilding reputation takes time—there’s no quick fix. Organizations need to be prepared for a gradual process and avoid rushing the comeback journey. Patience is key.
- Embrace Adaptability: Just as Lori Loughlin and Felicity Huffman had to adapt to a new normal in their careers, organizations must also be flexible and embrace change. This may involve repositioning the brand, revamping messaging, and/or shifting strategic focus.
- Communicate Transparently: Open and honest communication is crucial during a reputation crisis. Organizations should proactively address concerns, provide regular updates, and be transparent about the steps taken to rectify the situation.
- Rebuild Trust Through Actions: Words alone are not enough. Organizations must back up their promises with tangible actions demonstrating a genuine commitment to change and improvement. Consistency in delivering on these commitments is vital for rebuilding trust.
The Varsity Blues scandal serves as a reminder to organizations that reputations can be fragile. While summer vacation may offer a temporary respite, strategic communication and crisis management should remain top priorities. Organizations can navigate potential crises more effectively by proactively setting up communication measures BEFORE vacation periods, so action and contingency plans are already in place when key decision-makers are unavailable.
Rebuilding a reputation is a gradual process that requires patience, persistence, and adaptability. Organizations can gradually regain trust and chart a successful comeback by setting realistic expectations, planning for the long term, embracing transparency, and demonstrating a commitment to change.
While we can’t erase the past, we CAN learn from it. By learning from the experiences of others, such as those involved in the Varsity Blues scandal, organizations can gain valuable insights into reputation management and apply them to their own situations.
Remember, even during summer vacation, the need for strategic and crisis communications doesn’t take a holiday. By being proactive and prepared, organizations can navigate reputational challenges more effectively and, ideally, never need to go into “crisis mode” while key leadership is in Out of Office mode.
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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