Proactive Reputation Strategies for Your Crisis Bank

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About This Course

Just as a restaurant with early good reviews can survive one bad one, organizations that consistently build goodwill are far better positioned to weather a crisis. But they have to be proactive, prepared and consistent.

In this presentation filled with real-world scenarios, you will get up to speed on the latest proactive strategies that can fill your “goodwill bank” before problems arise. From tying your brand’s visual identity to calendar moments and news events, to creating special community events, to publicizing donations and employee volunteerism, to forming visible nonprofit partnerships, you will walk away with proven and actionable ideas that work. You’ll get up-to-the-minute tips on maximizing reach across social media, newsletters and video, plus insights on how to optimize outreach to reporters. (Hint: Make sure you have the answer to: “Why does this story matter right now?””

Great comms professionals know that building goodwill is critical to crisis comms. Add this master class to your professional development training today and get the tools you need to level up your skills—and your career.

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What Will You Learn?

  • How to build your goodwill bank before you need it. Positive stories accumulated over time act as a reputational buffer. When a crisis does occur, an audience already familiar with your good work is far more inclined to extend forgiveness than one encountering you for the first time.
  • How to prepare every employee, not just leadership. A simple, inexpensive wallet card outlining your media policy ensures that anyone, from a frontline worker to a regional manager, knows exactly what to do if a reporter approaches them.
  • Why a "Mad Libs"-style crisis playbook is a must-have tool. Identify your most likely risk scenarios and draft pre-written response templates with blanks for key details. This gives you a credible, composed initial statement within the first twelve to twenty-four hours.
  • How to attach your brand to the calendar and the news cycle. Every holiday, awareness month and trending news story is a potential hook. Find the overlap between your organization's expertise or image and what people are already paying attention to.
  • Why to treat every story as a transaction and then amplify it. Reporters need content their audience will value, not just your preferred narrative. Build pitches around that mutual benefit.

Course Content

Proactive Reputation Strategies for Your Crisis Bank
Learn proactive strategies that strengthen organizational reputation over time and reduce long-term risk before issues emerge.

  • Proactive Reputation Strategies for Your Crisis Bank
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