“Reputation rehab” is an expression used in Hollywood to describe
an attempt to control the public perception of a misbehaving celebrity by
sending them to a rehabilitation center for the PR value alone. These attempts
at rehabilitation are typically short lived, and provide little substance for
the celebrity to make lasting and real changes in their life.
Like a car accident with
rubberneckers slowing down to look, a celebrity’s downfall usually becomes a
public event, with everyone feeling entitled to know what's going on. Today,
social media deepens the impact of a ruined reputation, netting countless
onlookers and attackers.
Instead of using rehab as a publicity stunt, you can legitimately
put your brand reputation itself into rehab. There are measures you can take to
prevent damage to your online reputation, but, if it’s too late for prevention,
here are the twelve steps to rehabilitating your reputation.
1. Acknowledge. As with all
programs, the first step is admitting you have a problem.
2. Move quickly to assess the
situation and damage. You cannot properly respond to a reputation crisis if you
do not understand the depth of the issue.
3. Act as if, eventually, all
truth will be known. You may have gotten away with certain actions or poor
behaviors in the past, but do not continue to assume you will get away with
them again.
4. Control your emotions.
When your personal emotions begin to swell, you must conquer them and think
strategically.
5. Keep your focus directed
toward social media. You may be tempted to withdraw from social networks, but
keep yourself and your brand involved.
6. Determine the correct
message and medium of response. If a Tweet was the cause of controversy or
upset, use Twitter as your first avenue of response.
7. Never make a public
denial. Accept responsibility and present an acknowledged apology.
8. Be original. Each crisis
is different, never copy the responses of others.
9. Use the opportunity to
reset the moral compass of your brand. This is a perfect opportunity to
restructure old ways of thinking in how you communicate with the public.
10. Redirect focus. Present
your accomplishments, past and present, to the public.
11. Establish lasting,
game-changing solutions. Develop strategies, or hire brand management companies
to assist in future crisis’ and implement procedures for daily interactions on
social networking sites.
12. Move forward. Don’t dwell
in the past, otherwise the public's attention and your reputation will remain
in the past as well.