In Today’s World, One Headline Can Define You
We live in an era of instant information and even faster judgment. One viral post, misstep, or misunderstood message can unravel years of brand trust. The most resilient brands aren’t the ones that never stumble — they’re the ones that recover fast, communicate clearly, and act with integrity.
This article offers a refreshed perspective on Baker’s reputation framework, built to guide brands through today’s high-stakes landscape.
The Three Realities of Modern Reputation Management
- Speed Matters More Than Ever
News cycles used to last days — now they move in hours. A slow or tone-deaf response signals indifference or unpreparedness. - Stakeholders Are Watching, Not Just Customers
Your employees, investors, partners, and the public expect alignment between what you say and what you do. - Reputation Is an Asset — and a Risk
According to Deloitte, 87% of executives view reputation risk as more important than other strategic risks. Yet few have a proactive plan in place.
“Your brand isn’t what you say it is — it’s what your stakeholders experience when things go wrong,” says Gary Baker, CEO of Baker.
“Reputation is built in quiet moments, but it’s tested in loud ones.”
The Baker Reputation Response Framework
When the stakes are high, your strategy must be anchored in four key pillars:
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Anticipate
Build internal systems to monitor sentiment, emerging risks, and stakeholder concerns. This includes:- Social listening tools
- Scenario planning
- Risk audits tied to your brand values
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Align
Ensure your brand voice, leadership, and operations are in sync. Inconsistent or contradictory responses create distrust.
Checklist:- Are your spokespeople trained?
- Is your crisis team cross-functional?
- Do your values guide your response?
- Act Fast, But Thoughtfully
In a crisis, silence is a message. Your first statement sets the tone — don’t delay, but don’t wing it.
Best practice:
Craft templated holding statements in advance. Use them to buy time while investigating or crafting a full response. - Adapt and Rebuild
After the dust settles, audit the impact and rebuild trust. Transparency and follow-through are your best long-term tools.
Examples of Brands That Got It Right (and Wrong)
- Tylenol (1980s): A textbook case of fast, consumer-first action that rebuilt trust after a tragedy.
- United Airlines (2017): A delayed and defensive response to a passenger incident turned a manageable issue into a full-blown reputational crisis.
- Patagonia: Consistently leads with its values — and even uses reputation risks (e.g., supply chain scrutiny) to show accountability and transparency.
Five KPIs for Measuring Reputation Health
- Media Quality Score – Are placements positive, neutral, or negative?
- Brand Favorability – Track through quarterly surveys.
- Share of Voice – Benchmark against peers in times of crisis.
- Employee Trust Metrics – Internal sentiment can signal larger concerns.
- Recovery Time – How long does it take for key brand indicators to rebound?
“It’s not enough to manage brand perception — you have to prove it through action,” says Baker.
“A well-prepared brand not only survives a crisis — it uses it to emerge stronger and more aligned with its purpose.”
Final Thought: Don’t Wait for the Crisis
Reputation risk isn’t a matter of if, but when. Your preparedness — and your values — will determine the outcome. The strongest brands are already building trust long before it’s tested.
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