Reputation management requires planning, evaluation of risks and opportunities

By Kurt Gwartney

Katherine Morales, APR (photo by George Conklin)

Communication professionals must remain vigilant about the reputation of their companies and institutions in the age of social media and ever-changing news cycles.

“Reputation management is about managing in the good times and bad times,” said Katherine Morales, APR, in her presentation during the 2018 Religion Communicators Council convention in Atlanta.

Morales said it is commonplace for institutions to be thrust into the court of public opinion on a divisive social issue. While a quality reputation can help a company or organization through the rough times, communicators also need a plan for dealing with a reputation challenge or crisis.

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