How often do you think about your reputation?

Greg Wallace, Phillip Schofield, Captain Sir Tom Moore, and, if you are of a certain age, Gerald Ratner. All people who enjoyed an excellent reputation until the day it all went wrong. And when it did go wrong, it had disastrous consequences. The celebs were dropped from lucrative jobs and will probably struggle to work again. As for Ratner, he saw his business turn to dust within a matter of months of him telling peers and shareholders that his company 'sold crap.'

Your reputation is fleeting. You can spend years building up a name for yourself only to tarnish it overnight. With social media, the rise in fake news, and AI handling our comments and posting on our behalf, we are more susceptible than ever.

It only takes an unguarded comment, an unhappy customer, or a lack of judgment to undo all your good work.

What are you doing to protect your reputation?

What people say when you are not in the room

Do you know what people say about you when you are not in the room? Is it complimentary? True? Well-informed? If you don't know, then you should take steps to find out. If you don't know what people think about you, there is no point in pouring time, money, and effort into marketing your company.

Public Relations (PR) is at the heart of reputation management. It is not, as many people think, just concerned with getting your name in the media. It is about ensuring that when someone mentions your name, people know exactly what you do, whom you help, and how. Your name should engender trust and confidence.

Your reputation impacts more than your relationships with customers. We all have other equally important audiences, such as employees, investors, and the wider community. Studies show that businesses with strong reputations attract more clients, enjoy higher employee retention, and can even command higher prices. But reputation isn’t just built on what you say. It’s built on what you do and how people perceive those actions.

The risks to your reputation

If you have a large social media following or run an e-commerce business, you must be vigilant about correcting misinformation or leaving derogatory comments unchallenged.

It is often worth having an FAQ section on your website to challenge popular myths about your business.

Unethical practices present another significant risk. Actions that contradict your stated values—intentional or accidental—can lead to public backlash. In a world where transparency is increasingly expected, even small misalignments between your messaging and your behaviour can damage the trust you’ve worked hard to build. I spoke about this last week.

Poor crisis management is another pitfall. Challenges are inevitable, but how you handle them can strengthen your reputation or expose its fragility. It is easy to jump on the defensive if you read a negative comment online or receive a poor review. Take a breath, count to ten, acknowledge the person's feedback and provide a rational, not emotional, response.

Have you ever read a hotel or restaurant's reply to a negative review on TripAdvisor? I have seen some corkers where the manager turns the feedback on the customer and, instead of addressing their issues, holds them responsible for the service they received! It might be amusing, but it does nothing for their reputation. Are you likely to book a stay there if there is a chance you will be abused?

Many people's first impression of your business will be what comes up when they search for you on Google. Outdated information, negative reviews, or a lack of visibility online can all harm your credibility, making it harder to connect with your audience and grow your reputation.

How to avoid things going wrong

Don't ignore negative feedback online. While I urge you to be professional and rational, it is better to say something than nothing. Silence often speaks louder than words, suggesting indifference or even guilt. Addressing concerns promptly and professionally is crucial, as it shows that you value feedback and are committed to improvement.

Overhyping your achievements is another trap to avoid. While it’s natural to want to share your successes, making exaggerated claims can backfire if they don’t stand up to scrutiny. Authenticity is key; focus on celebrating genuine milestones and letting your audience see the real impact of your work.

I am a big fan of having a crisis communication plan. Nobody is immune to challenges, whether you are a one-person business or a large corporation, but having a plan ensures you’re ready to respond quickly and effectively. Whether it’s a public relations issue or an internal matter that spills into the public eye, a thoughtful and coordinated response can minimise damage and even turn a challenge into an opportunity to demonstrate your values.

Finally, it’s vital to align your actions with your values. You risk alienating your audience if your behaviour contradicts your mission or stated goals. People support businesses and organisations they believe in, and any hint of hypocrisy can undermine even the most well-crafted reputation. Staying true to your principles, even under pressure, builds the kind of trust that sustains long-term success.

By recognising and addressing these risks proactively, you can protect and strengthen your reputation, ensuring it remains one of your most valuable assets.