Reputation Recovery Guide

Everyone knows the Warren Buffett quote, “It takes 20 years to build a reputation and five minutes to ruin it.”

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But what happens after the five minutes? 

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Although we all hope it will never happen to us, there are times when we experience reputation damage that can severely affect our overall reputation. In these moments, it can feel like there is nothing to be done, and you may never recover.

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Thankfully, reputation recovery is possible. In this article, I will answer some of the frequently asked questions about reputation recovery, and then outline how you can recover your reputation online. 

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What is reputation recovery? 

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Reputation recovery is the process of improving your reputation following a reputation crisis or other event that resulted in reputational damage. Unlike proactive or reactive reputation management, reputation recovery occurs when reputation damage has dominated or defined a person or company’s reputation. 

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Reputation recovery takes time and care to rebuild trust and shape public perspective effectively, but is vital for the long-term survival and success of an organization or an individual’s career. 

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How does reputation recovery differ from reputation management? 

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Reputation recovery is a form of reputation management, specific to instances where you have already experienced damage to your reputation. Both reputation recovery and reputation management can incorporate strategies from PR, SEO, social media management, social listening, review management, thought leadership, etc. 

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There are two primary forms of reputation management: proactive and reactive. Proactive reputation management refers to implementing strategies to align how you are seen with how you want to be seen and safeguard your reputation against potential risks. Reactive reputation management refers to implementing strategies to mitigate the impact of active threats to your reputation. 

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While similar to reactive reputation management, reputation recovery is more so the reputation management strategy implemented if you have: 1) experienced a reputation crisis that has dominated your reputation, or 2) the active threats to your reputation have had a lasting, negative impact. Another key differentiating factor of reputation recovery from reactive reputation management is that reputation recovery often requires direct acknowledgment of the issue, while some reactive reputation management does not.

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Who needs reputation recovery?

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Reputation recovery is necessary for any individual, organization, or brand that has experienced reputation damage. If there is any aspect of your reputation that you feel is negative, disparaging, or not aligned with how you want to be seen, that is worth addressing. 

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While more substantial damage will require a more complex and involved approach, anything that has damaged your reputation should be addressed. Not only will reputation recovery allow you to overcome that specific problem, but it will also improve your overall online presence and make you more resilient in the face of future threats to your reputation. 

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Is reputation recovery different for individuals and businesses? 

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While the overarching goal of reputation recovery is the same for businesses and individuals, the specific strategies and challenges can differ significantly based on whether the subject is a person or a business. 

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For individuals, the approach tends to be more personal and emotional. Individuals will often need to provide personal context for the reputation damage, remorse, and indicate that they are taking responsibility and have a plan to ensure that it will not happen again. Generally, they will utilize channels that are more directly communicative, such as their own social media profiles and interviews. When it comes to the audience, individuals tend to address one group as a whole, generally fans, colleagues, or others in their field or workplace.

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For businesses, the approach tends to be more structured. Companies will often have to show organizational changes as a result of the reputation damage, such as policy changes or restructuring of leadership. For businesses, taking responsibility can also look like paying settlements, admitting fault or violation of regulations, and taking ownership of the problem before indicating how changes will not allow the same to happen again. Businesses often have to utilize classic PR channels such as press conferences and press releases, as well as marketing and on-site content. When it comes to the audience, businesses must adjust their messaging depending on the audience they are addressing, be it investors, customers, or employees. 

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Am I past the point of recovery? 

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In more severe cases, it can seem that your reputation will never be able to recover; however, with persistence, patience, and a plan, you can improve your reputation. 

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If the situation is delicate, or you are unsure how to proceed effectively, you should consult a reputation management company like Status Labs. Reputation management firms have experience with reputation recovery and can ensure that you do not exacerbate the situation and help you establish a reputation that you can be proud of.

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If you’re interested in a free consultation with Status Labs, you can reach out here.

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How to Recover Your Reputation

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When you've experienced a reputation crisis, it can be difficult to know where to start rebuilding. This section explores fundamental strategies that can help individuals and businesses navigate the complex path to reputation recovery.

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Assess the Damage

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To develop an effective reputation recovery plan, you need to know how bad the damage is. Google yourself or your company and take in what you see. On page one of search results, how many of the links are negative? Are they all from the same time frame, or are some newer than others? Look at your suggested search terms in the search bar - are any of the terms populating there relevant to your negative coverage? What about the related terms at the bottom of page one? Do the news and image tabs have negative results? How far do you have to go in search before you’re not seeing negative results? If there are positive or neutral properties ranking, what are they?

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These are hard questions to ask and may be uncomfortable to answer, but knowing the extent of the damage will help you understand how much you have to improve and will give you a baseline to measure your progress. 

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Plan Your Response

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Generally, reputation recovery is differentiated from reputation management because it requires a direct response of some kind. The format of the response will be determined by the severity of the damage, the nature of the problem, and the urgency to respond.

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When planning your response, you will need to consider: 

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• Was anyone affected by this? If so, can I address them directly? Should I?
• Was this a one-off, or did this reveal repeat behavior? 
• Are the public or other relevant audiences asking for specific acknowledgment or action? 
• Is there legitimacy to the claims, or is there missing information or context? 
• If part of a business, is there a specific person who would be best to relay this message?

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These are general guiding questions, as each situation will have many specific considerations to guide the response. Be sure that your response is not defensive, and is clear and compassionate when necessary. To learn more about crafting the right response, read our guide here.

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Look Forward

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Once you have crafted your response, you will need to consider what actions you will need to take to indicate your sincerity and show that you are dedicated to making a change. If you acknowledge and apologize without any change to your action, it’s likely that your audience will see your response as superficial, which can actually have a greater negative impact on your reputation.

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Make sure these changes, whether personal for an individual or larger scale for a business, are actionable and actively address the issues that emerged from the reputation crisis. Even if some of the changes take time, ensuring that those changes are a priority can help rebuild trust and show that you are able to receive feedback and improve.

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Build and Maintain a Strong Online Presence 

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A vital piece of any reputation management campaign, building and maintaining a strong online presence will allow you to “own” more of your results in Google search and present yourself how you want to be seen. There are many online properties you can leverage, from your website to social media profiles to newsletters and more. Determine what is relevant to you and your ideal online presence and what is possible for you to create and maintain (sparse profiles do nobody any favors).

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Your online presence can also highlight your changes and accountability, and help you explain the situation from your perspective (when relevant). Use these tools to share updates about the steps you’re taking to address issues, celebrate milestones in your improvement efforts, and engage with audience feedback to show that you are receptive and dedicated to real change. This proactive approach not only mitigates the impact of negative content but also enhances your credibility and trustworthiness and can further improve your reputation over time. 

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Monitor Your Results 

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Online reputation is never static. To make sure you can stay on top of your reputation, you will want to regularly check in with your results. You never know when an unfavorable social media post or article will come up, either new or reemerging, and staying on top of it will help you better respond. 

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Utilize tools such as Google Alerts to receive real-time updates on what’s being said about you or your business online, and be sure to regularly check your search results, reviews, and social media profiles. Consistent vigilance in monitoring your online footprint allows you not only to manage crises more effectively but also to capitalize on opportunities to enhance your public image.

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Remember to be Patient 

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All reputation management takes time. Quick results rarely last, and shifting perception, particularly following a reputation crisis, takes even more time. 

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While everyone wants immediate results when it comes to reputation recovery, one of the most important things to keep in mind is that real change takes time, and slower movement means that the results will be more likely to last in the long run. 

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Conclusion

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Reputation is personal and when your reputation has been damaged, it can be hard to see the light at the end of the tunnel. But reputation recovery is always possible if you are able and willing to put in the work and understand these things take time. If you aren’t sure where to start, remember that Status Labs is here to help. 

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