Communication Tools

Reputation management involves both offense and defense. During crisis, reputation management – not just litigation strategy – is the first priority. Corporate counsel and outside counsel must understand the impact of litigation on reputation management. They must always be on the lookout for what threatens the brand, and brands are based on reputation management.

The offense is a multifaceted and ongoing effort to reinforce public respect. Reputation management can involve promotion of philanthropic efforts. Reputation management can be a proactive effort to reinforce corporate transparency, not as a reaction to a public sector inquiry, but simply as an expression of concern for the integrity of our markets.

Often reputation management involves a combination of offense and defense. During a crisis or scandal, reputation management means succinct response to questions and attacks – but in such situations reputation management also means an amassing of seemingly unrelated positive stories about the company that can overwhelm and bury the negative story. Reputation management at its best aggressively promotes myriad positives as a response to a single negative.