Managing Through Online Reputation Attacks
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Every organisation needs to carry out reputation risk analysis on a regular basis.
But at times of online reputation crisis, risk analysis is even more crucial than ever and needs to sit at the heart of the reputation recovery strategy. A reputation recovery strategy that encapsulates continuing reputation risk analysis will typically follow these steps:
The first step must be identifying the source and the capacity of the source of the online reputation attack. Are they a blogger? A “professional” self-appointed individual? Are they a competitor? The more we understand about their practices, motives and technical and financial abilities and social media links the more accurate and effective the response strategy is likely to be.
The second step involves the evaluation of the risk of the attack to the organisation. It is important not to over or under react. It is highly preferable to do all that is possible to avoid acting impulsively or with over-emotional impulses.
The third step is about ensuring that during this hazardous time your advisors have a good understanding of the issues you are facing/likely to face and that they have proven experience in solving these issues. Often the winning strategy is the one most uncommon or that is little known.
In the fourth step you will carefully consider the best, worst, and most likely scenarios that are likely to follow your reputation recovery strategy. You will now create a strategy to deal with each of these scenarios.