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Uh-oh. A long-ago social post resurfaces. An email that doesn’t cast you in a flattering light somehow gets leaked. Or you make an on-the-spot comment … and two minutes after the words come out of your mouth, your internal nervous system starts blaring an alarm.

If you’re any kind of public figure or spokesperson for an enterprise, there are so many “uh-oh” possibilities out there now that it can feel like you’re walking through a minefield when you’re just trying to do your job to the best of your ability. And when the scrutiny spotlight is shined on you, it can test your brand reputation to the core.

This type of existential threat is becoming increasingly commonplace. Because of that, ironically, ways to manage it have evolved in kind. And there are ways to manage it well — to handle a crisis with skill and finesse, to play the long game with the circumstances by turning them in your favor. Modern-day PR is about more than weathering the storm; it’s about coming out on the other side with a stronger, better fortified boat capable of alchemizing a crisis into an opportunity for sustainable growth.

Crisis as an inflection point

All kinds of difficult life moments eventually become our greatest lessons and most transformative experiences. Conquering an illness, which makes you appreciate your health so much more. Seeking counseling for a troubled marriage, which then develops into a far more solid union. Getting downsized from your job only to find your true calling.

That’s what I tell my crisis management clients who fear their temporary “uh-oh” is going to be their permanent undoing. No brand is infallible; no entity is above reproach. Luckily, customers and followers don’t expect anyone to be flawless; in fact, they’re surprisingly understanding of what it means to be human … so long as you’re accountable when you make a relatably human mistake.

And that’s where the turning point between brand crisis and brand capital lies: When something goes wrong, it’s your response to it that truly defines your brand reputation. If that response reveals your character, your values and what you’ve learned from the mishap, your brand can actually grow, not falter. Your audience doesn’t demand perfection; they’d rather see proof of your conviction. So when a crisis hits, it doesn’t have to rewrite who you are. You can use it to show where you stand and what you stand on in the face of significant pressure.

Reframing damage control as reputation capital

So what exactly are the forms of “capital” a brand can acquire from a well-handled crisis? Credibility, loyalty and relevance — that’s what I’m after when I’m devising a long-term reputation management strategy centered on conversion.

From this strategic standpoint, the short-term crisis response is about containing the story through acknowledgment and accountability. In the immediate aftermath of what I’ll generally label as “bad press,” a brand’s reputation is at risk of fracturing. But when the crisis response is handled with intention and foresight over the longer term, that reputation can solidify instead.

When the narrative arc shifts from error to evolution in the audience’s eyes, that’s when credibility is established, when loyalty builds and when your brand becomes relevant to the conversation of how to successfully manage a crisis responsibly and transparently.

For these reasons, brand reputation is actually built after a crisis. It may have existed before a crisis, but until it’s tested by some form of adversity, you don’t know if it’s durable.

A mini how-to manual

To take steps toward that durability, it helps to differentiate between ending a crisis and using it. By “using,” I don’t mean manipulating or spinning an unfortunate situation for your own gain; I mean looking at the crisis as an opportunity to show the world what you’re made of.

Here are some effective ways to do that:

• Own the moment without overexplaining it.
• Demonstrate change through actions, not mere words.
• Align next steps with your brand’s authentic values, not with trends.
• Embrace transparency, but only as a foundational tool, not the whole of your strategy.

This last point is worth extrapolation. Many people think that just being blatantly transparent about a blazing issue will douse the flames. But saying anything and everything to anyone, anywhere can just spread the fire. Instead, you want to say what needs to be said, in the right way, at the right time, with clarity (to eliminate confusion) and with restraint (to keep emotional reactions in check).

Yes, people respond to honesty. But it needs to be coupled with thoughtfulness and purpose. If you just spew apologies and “mea culpas” all over the place, it will likely come across as performative, just an attention-seeking means to garner sympathy. A more mindful approach addresses the impact the crisis made, accepts responsibility where appropriate and aims to influence public opinion by providing evidence of change as opposed to trying to erase a past mistake that cannot be undone.

Bottom line: Transparency is not confession. It is clarity — and that’s what builds credibility when paired with follow-through.

Then what? Next steps

Reputation capital doesn’t accrue through cycles of apology. So once the initial phase of a crisis is navigated, it’s time to start initiating that follow-through.

You can accomplish this through purpose-driven projects, advocacy measures and/or meaningful partnerships, all of which can signal to the public that the evolution they’re looking for from you is rooted in authenticity.

That’s why it’s important to be aligned with what the public expects of you to right a perceived wrong. Again, this isn’t about giving the public what they want just because they want it; it’s about genuinely comprehending how your crisis affected real people in real ways and therefore providing real remediation of their concerns.

Impactful often entails:

• Supporting initiatives that are connected to the issue, not loudly and glaringly, but quietly and consistently
• Using your public platforms — both your personal and professional channels — to elevate others and shine a light on important topics, not as a means for self-defense and self-repair
• Making long-term commitments that will actually come to fruition rather than splashy announcements that sound good in the moment but never materialize
• Infusing every single post-crisis measure you implement with genuineness — with it, you cultivate loyalty; without it, you just invite more scrutiny

Time heals all wounds

Old sayings have been around for a long time because they hold true. And one of the hard truths about finding yourself in a brand crisis is that complete recovery can’t be rushed. But if you show up reliably and consistently over time, of your reputation will recalibrate.

This isn’t to say there’s a magic PR pill that guarantees conversion of reputation crisis into reputation capital, but time has a way of shifting the media narrative when there are no more contradictions on the table, ambiguities to clarify or unfounded accusations being thrown your way.

You don’t need a crisis to define you. But a crisis can shape your brand into something stronger and more intentional than it was before you were forced to define it in real terms. As you sail through the choppy waters of a reputation hit (hopefully with an by your side as your first mate), keep in mind that the goal isn’t to be liked again. It’s to be trusted again.

Therein lies the real reputation capital, the prime assets of which are a credible name, earned customer loyalty and relatability in today’s marketplace. When a crisis is handled with clarity and conviction, it can become an exercise in maturity for your brand — its muscles become stronger than ever and its messaging proves both resilient and relevant.