Landed yourself in hot water? Attracting unwanted attention? Don’t know what to do next? You’ll want to read this.
Maybe someone is spreading false allegations publicly. Maybe something was caught on camera and is being taken out of context. Or maybe you flat-out did something you weren’t supposed to.
Regardless of whether what’s happening now is deserved, here are some things you need to consider to formulate an initial strategy to repair or manage your reputation.
What are the facts?
Everyone has a different version of the truth. They see events from different vantage points visually, emotionally, and based on their core beliefs about society.
Also, “facts” tend to change with the passage of time. Memories blur. Recollections soften or harden. In the search for truth, time is your enemy.
What can the facts be made to look like?
Because we all see the world through our own unique lens, you need to consider how others might interpret it.
Play devil’s advocate. Ask yourself how someone else may misunderstand or misinterpret what you actually said, did, and meant. This strengthens your strategy because it prepares you for potential objections.
Who do you care about?
Not everyone is going to love you, or even agree with you. So don’t waste time worrying about what everyone thinks.
Some are already inclined to be on your side, and all they need is a nudge to stay in your corner. Others will be against you no matter what you say or do, and nothing will win them over. Concentrate on those in the middle. They’re most likely to listen and be swayed.
Two groups that are often forgotten are sponsors and strategic partnerships. Your ability to survive and prosper is inseparable from them.
If you’re in a relationship-driven business or industry, pick up the phone and call. Direct personal outreach goes a long way. It reminds them that they’re important and lets them know you care.
What do they care about?
Once you’ve defined your different audiences, consider what they need to know — and what you’re able to tell them. Ask yourself:
- What reason do they have to believe you?
- What would be the implications if they don’t?
- How would the allegations against you affect them? Would it expose them to legal liability? Or guilt by association?
- What (if anything) are you doing to fix the problem and insulate your audiences?
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Check out A Board Member’s Guide to Crisis PR and A Lawyer’s Guide to Crisis PR (Second Edition) on Amazon.
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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