The Intangible Value of Reputation
Building a good reputation takes years, but in today’s fast-paced world where news spreads rapidly thanks to the internet, reputational damage can occur in less than five minutes. Recently, the first episodes of Roberto Gómez Bolaños, known as “Chespirito,” have highlighted this vulnerability. The bioseries has sparked public attention not due to the protagonist but because of his first wife, Graciela Fernández, who was a victim of infidelity. However, the real focus has been on actress Florinda Meza, involved in the controversy.
This case exemplifies the importance of maintaining a good reputation and how strategic action (or inaction) during a crisis can jeopardize it, potentially causing long-term damage.
Reputation Management: Consistency is Key
Lorena Martínez, an image consultant at Consimage, explains that reputation is the most valuable asset individuals possess, as it opens doors and opportunities. Therefore, when building a personal brand, consistency in both digital and physical realms is crucial.
It’s essential to manage both online and offline content, including social media posts, blogs, and opinions,” advises Dana Landa, a personal image consultant.
Avoiding Mistakes During a Crisis
When an individual or company’s reputation is at risk, it’s crucial to be cautious with subsequent actions. Poorly managed responses can worsen the situation, leading to mistrust and prolonged damage.
The first mistake is acting under emotion, without thoroughly investigating the situation. Lorena Martínez argues that responding out of fear or anger can be counterproductive and escalate the issue.
However, silence for too long can also be detrimental, as people may assume the accusations are true, causing greater reputational harm.
“Silence should not be prolonged, but a solution must be thought of—taking responsibility. Generally, a damaged reputation creates mistrust,” adds Dana Landa.
In this context, responses are critical. Experts advise investigating the situation, determining if it’s a rumor or misunderstanding, and crafting solid, sincere arguments without adopting a defensive stance. Instead, communicate transparently.
Rebuilding After Damage
Failing to act promptly won’t prevent people from remembering the incident, especially online. Rebuilding a reputation takes time but is possible with patience and regaining trust.
“Your actions must align with your words, ensuring consistency and clarity about your desired direction. Understand that this is a storm that will pass,” clarifies Dana Landa.
Acknowledging mistakes is the first step towards generating empathy and taking action through communication and planning. A successful crisis management example is the community manager of Burger King, who mistakenly posted on the company’s account instead of their personal one.
The company responded swiftly and positively, demonstrating understanding of human error and maintaining a strong reputation.
Key Questions and Answers
- Why is reputation so important? Reputation is the most valuable asset an individual possesses, as it opens doors and opportunities.
- What should be avoided during a crisis? Avoid acting under emotion without thorough investigation, and refrain from prolonged silence.
- How can a damaged reputation be repaired? Rebuilding takes time, patience, and consistent actions that align with words.
- What is a successful crisis management example? The community manager of Burger King, who mistakenly posted on the company’s account, demonstrated understanding and maintained a strong reputation through swift, positive communication.
