There are at least three white papers worth reading from Weber Shandwick on the subject of online reputation management. I have provided links directly to their PDF files so you can get some easy info on the subject.

Issue One covers “Strategies to Recover Reputation”, in which they state that the average length of time required to recover a damaged reputation in the United States is 3.2 years. If you do the math, that’s millions or billions in lost revenue, depending on the size of the company or senior executive. Issue One also encourages readers to develop an early warning system – i.e. a reputation monitoring system. There are many reputation monitoring tools and services out there, and each has its own flavor and approach.

Issue Two covers how “Corporate Responsibility Aids Reputation Recovery”. Adhering to the laws of the land should not be the only measuring stick for a corporation’s social consciousness. By pushing your company to the forefront of social responsibility, you both aid the community and generate significant positive press. Not that everything should be discussed in matters of what you can gain from it, but it’s important to note that companies with advanced social / environmental policies are rewarded with an abundance of positive press.

Issue Three is on “Triggers of Reputation Failure.” Financial irregularities, unethical behavior, and executive misconduct round off the top three triggers of reputation failure. One only has to stop and think of Enron, Michael Jackson (boy troubles), the New England Patriots (SpyGate), and the New York Knicks (Isaiah Thomas) to realize how damaging these three issues can be to a corporation’s global reputation. Your profitability stems from a reputation of trustworthiness and civic responsibility. These foundational issues must be protected as closely as you would guard the safety of your own spouse and children.

In case you’ve been living under a rock and have no idea who Weber Chandwick is and why you should care what they say, read their About Us page and check out their entire website.

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The posts have been flowing like mud around here, and I’ll do my best to provide more value to you loyal RSS readers. Keep in mind, however, that the most prolific subject matter expert bloggers typically “work” the least. Do the math. There’s only so much time in the day. It’s all about finding the balance.

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