PR's role in reputation management [still] matters

If someone says or does something controversial, do you give them the benefit of the doubt?

Technology can do a lot of things, but it can’t tell your story and maintain that you’re a decent human.

It’s not an overstatement to say most of us wake up with preconceived thoughts about certain things. We expect milk in the refrigerator to be cold. We’re not surprised when someone with a history of bonkers comments says something extremely bonkers.

Is it fair? Not in the court of law, and circumstances and people may change. But it’s why public relations’ role in reputation management remains relevant.

Earlier this month I spoke with former NBA and college basketball star Len Elmore’s Leadership in Sports Management class at Columbia University about crisis communications. Elmore earlier assigned student teams to take on real-life crises and respond as if they were leaders of their organizations. Some issues were already top-of-mind and others made headlines years ago.

I realized after the class that I voiced some preconceived thoughts about topics before teams got into the thick of their presentations. I didn’t mean to. I did listen to what each student said and responded to their approaches. However, I caught myself looking at each case, which included sports and corporate crises, with how they unfolded in real life, too.

Elmore’s students, had they held leadership positions and dealt with the crises they managed, may have fared better than some of the highly-paid CEOs they role-played. Forget for a moment that they were able to study their cases beforehand. They thought about presentation pros and cons and researched facts before they spoke.

This week’s headlines proves the PR point

Reputation played a part in how I consumed news this week and likely, many of you. What came to mind when you heard NFL quarterback, Aaron Rodgers, may have said something irresponsible? What about another mishap on a Boeing jet or the NCAA floating ideas about changing its premier property?

Conquering crisis isn’t easy

Defending controversy isn’t easy. It can be a little less painful, however, when you go in with a reputation that gives you a benefit of the doubt. In the past, you responded transparently and took action on small things before sh** hit the fan with big things. That’s the value of PR and reputation management.

###