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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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21

Reputation Management and Reservoirs of Goodwill

What do people think of your company and its management? How do you know?

Now, before a crisis hits, what do your clients or your customers think of you? What do media outlets, both social and mainstream, think of you? What do your key publics think of you?

Perhaps most important, what do you want them to think of you? And, does the reality match your wishes?

I can’t begin to tell you how many companies find religion while they’re going through a crisis. There are a lot of things that happen in a crisis over which you have no control; your reputation shouldn’t be one of them. What are your strengths, and what are your weaknesses? If your reputation today is not everything you’d like it to be, ...

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