How Jan. 6 became a day of reckoning for reputation management
Here are the main takeaways for brand managers in the wake of the U.S. Capitol riot and ongoing civil unrest in the U.S.
Attention to corporate reputation has ebbed and flowed over the years, but in 2020 we saw companies scrutinized for their words and actions on global warming, the pandemic, and racial justice. And since Jan. 6 we’ve seen a surge in activity as companies scramble to distance themselves from President Trump and the political situation he created.
While this is an unprecedented situation, but when it comes to reputation management for companies, the implications are broad and deep. What are we to take away from this? Here are five things every company should think about:
1. Everything will ultimately become known.
We’re living in a world where almost everything is ultimately discoverable, as Salesforce found out when Motherboard analyzed emails from the Trump campaign and identified the infrastructure used to send them as ExactTarget, an email marketing firm now owned by Salesforce. This means you really need to get your own house in order. Who are your customers? What kinds of transactions are you processing for them? In what kinds of companies are your funds invested?
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