Reputation management sounds like something reserved for companies in crisis mode. But the truth is, it’s something every brand – big or small – should be actively working on every day. As someone who has delivered numerous presentations on personal branding to students, I’ve found that the same core principles apply to reputation management for organizations, too.
One of the most important concepts I share is the idea of a “goodwill bank.” Whether you’re an individual or an organization, you’re constantly making deposits (or withdrawals) based on how you show up. Are you consistent? Are you trustworthy? Do your actions match your values? When you make enough deposits over time, people give you the benefit of the doubt when things go wrong. That’s the value of a strong reputation; it gives you room to recover.
The mistake many organizations make is treating reputation as something reactive. But the most effective reputation management is proactive. It’s about cultivating relationships, communicating with transparency and reinforcing your values long before a challenge arises. Essentially, you’re building credibility before you actually need it.
We encourage our clients to take ownership of their reputation with intention through clear messaging, consistent actions and a commitment to transparency that earns trust over time using these simple strategies:
- Tell your own stories first. Don’t wait for someone else (or the media) to define you. Own your narrative across your PESO (paid, earned, shared, owned) platforms and channels.
- Be human. Organizations aren’t faceless. Whether it’s a CEO video message or behind-the-scenes post, showing the people behind your brand builds trust.
- Listen and respond. Feedback – good or bad – is a gift. Ignoring it (or overreacting to it) can cause unnecessary damage. Respond with humility, not defensiveness.
- Be consistent. Reputation isn’t built in a single campaign; it’s built over time through consistency in what you say and do.
At its core, reputation management is about being intentional with how you show up in the world. It’s not a one-time PR push; it’s a long game rooted in credibility, transparency and empathy.
Whether you’re a college student cleaning up your digital footprint or a Fortune 500 company navigating public scrutiny, this guiding principle remains the same. As Jeff Bezos famously said, “Your personal brand is what people say about you when you’re not in the room.” The same holds true for organizations. What are people saying about your brand? And are you shaping that conversation, or letting others do it for you?
Reputation isn’t built overnight, but with the right strategy, it can become your greatest asset.
Since 2011, Emily Bennett has grown from intern to senior account manager, becoming our go-to for seamless communication, spotless grammar and client confidence. She’s equal parts creative thinker and strategic planner; organizing the details, smoothing out the bumps and making it all look effortless.