How to recover your reputation after a crisis - communication edition
Reputation is everything. It influences trust, customer loyalty, and even employee morale. But no matter how strong a brand may be, at some point, it’s likely to face a reputational crisis. As a communication professional, your role in crisis response is critical. But the real challenge lies in what happens after the initial storm has passed—the recovery phase. This is where you work to repair the damage and, ideally, set the organisation on a better path.
So, how do you rebuild a tarnished reputation? Here are five key strategies to guide you through the recovery process.
1. Start with your people!
Your employees are either your biggest advocates or your harshest critics. Too often, organisations focus solely on external perception during a crisis, neglecting their internal reputation. But the truth is, a damaged internal reputation often leads to an equally poor external one.
Engage employees from the start. They likely feel the crisis’ impact more than anyone else. Open, honest conversations where they can ask questions and share concerns are essential.
Keep communication ongoing. Reputation recovery isn’t a one-time announcement—it requires consistent updates, engagement, and transparency.
Empower employees to be part of the solution. Those closest to customers often have the best insights into what needs to change. Involving them fosters a sense of ownership and improves morale.
Equip leaders to lead. Your leadership team needs to be well-informed and confident in communicating with both internal and external stakeholders. Provide them with the tools and training to do so effectively.
2. Get on the ground and talk to your stakeholders
Don’t assume you know what affected stakeholders want—ask them. Engaging directly with customers, partners, and community members shows that the organisation genuinely cares about their concerns.
Appoint the right spokesperson. Choose someone who can connect with stakeholders authentically and empathetically.
Listen first. Host forums, one-on-one meetings, and surveys to understand their perspectives.
Act on feedback. Showing that you’ve listened—and are making changes based on what you hear—is crucial to rebuilding trust.
3. Actions speak louder than words
Reputation isn’t just about words; it’s about actions. There must be no gap between what the organisation says and what it does.
Live your company values. If integrity and customer focus are part of your brand, prove it through tangible actions.
Show ESG (Environmental, Social, and Governance) initiatives in motion. Stakeholders want to see commitment to sustainability, responsible governance, and ethical business practices.
Share real stories. Highlight examples of how the company is making a positive impact, whether through community engagement, internal policy changes, or product improvements.
4. Address the elephant in the room
You can’t move past a crisis by pretending it never happened. Every interaction—whether a press interview, town hall, or shareholder meeting—is an opportunity to address the issue head-on.
Acknowledge the mistake. A sincere apology (where appropriate) goes a long way in restoring trust.
Be transparent about solutions. Outline the concrete steps being taken to prevent future issues.
Provide regular updates. Reputation recovery isn’t a one-time statement; it’s an ongoing conversation.
5. Be strategic with your advertising
Jumping back into traditional advertising too soon can come across as tone-deaf. Instead, marketing efforts should align with the brand’s commitment to rebuilding trust.
Adjust messaging to reflect the recovery journey. Campaigns should emphasise transparency, accountability, and progress.
Avoid overly polished branding too soon. Stakeholders may see it as an attempt to gloss over the crisis.
Let actions lead. Focus on demonstrating positive changes before ramping up promotional efforts.
Rebuilding a damaged reputation isn’t a quick fix. It requires sustained effort, strategic communication, and a commitment to doing things differently. The road to recovery may be long, but with the right approach, it’s possible to regain trust and build a more resilient brand for the future.
