What happens before the crisis defines what happens after?

12 Sept

Reputation isn’t a passive asset. It’s a living, breathing part of every business. In today’s environment, where news spreads instantly and digital footprints are permanent, the way a business prepares for reputational risk is just as important as how it responds.

Yet preparation is often overlooked. Many organisations invest heavily in brand building, but neglect the systems and thinking needed to protect that brand when it’s under pressure.

Here are four things to remember:

Preparation is strategic, not reactive

Reputation preparation isn’t about predicting every single possible crisis. It’s about building the capability to respond with clarity, speed, and confidence no matter what arises.

This starts with understanding your current reputation landscape. What do your stakeholders really think of your business? Where are the vulnerabilities in your communication channels, leadership visibility, or internal culture? In what types of situations are you most exposed?

A reputation audit isn’t just a diagnostic; it’s a strategic tool that helps leaders see their business through the lens of risk and resilience.

Stakeholder mapping: the overlooked power move

When an issue hits, knowing who matters most and how to reach them is critical. Stakeholder mapping isn’t just for crisis moments; it’s a way to build stronger relationships before they’re tested. It helps businesses understand influence, sentiment, and expectations across their ecosystem, from employees and customers to regulators and media.

Done well, it becomes a foundation for more empathetic, effective communication – especially when the stakes are high. But the key is also to realise this isn’t a set and forget task – it’s a living document to updated periodically.

Protocols that empower, not paralyse

One of the most common mistakes in crisis response is decision paralysis. Teams freeze, unsure of who should speak, what to say, or how to act. That’s where a well-designed crisis playbook makes a difference.

But it’s not just about having a document, it’s about embedding a mindset. Protocols should empower teams to act decisively, with clear roles, escalation paths, and messaging principles that reflect the organisation’s values.

They should be part of the culture, not just a checklist. It should be reinforced training, crisis simulation and leadership.

Internal alignment is everything

In a reputational issue, your internal audience is often your first responder. Employees need to understand what’s happening, what’s expected of them, and how the organisation is showing up. If internal comms are misaligned with external messaging, confusion and mistrust can spread quickly.

Preparation means building internal communication strategies that are robust, responsive, and rooted in transparency.

The takeaway: reputation resilience is built, not bought

Preparation isn’t about fear, it’s about foresight. It’s about recognising that reputation is shaped not just by what happens, but by how you respond. And the best responses are built on a foundation of clarity, planning, and trust.

Whether you're a startup founder, a board director, a comms lead or another role, the question isn’t if you’ll face reputational pressure—it’s when. No business is immune. The real question is: will you be ready?

_________________________________________________________________

Issues Management Checklist

What sets reputational winners apart is how they handle issues when they erupt. Download your free guide with the six critical communications actions you need to take ASAP when an issue hits. Download here

____________________________________________________________________

Need help managing a reputational issue or preparing for a crisis?

Houston Issues Management is a service within Pead. We understand that one issue, big or small, can derail sales, damage relationships, and shake team culture. Whether you're facing a sensitive stakeholder situation, a media storm, or simply want to future-proof your reputation, our team of senior communications experts is here to help.

We offer a proven four-phase methodology – Prepare, Train, Activate, Reignite – designed to support organisations before, during and after a crisis. From risk assessments and stakeholder mapping to real-time strategic counsel and full brand recovery campaigns, we bring clarity, calm and control when it matters most.

Our specialists have helped clients across industries navigate complexity, protect trust, and emerge stronger. If you're looking for a safe pair of hands and a team that has seen it all before, you've found them.

Louisa Kraitzick

Louisa Kraitzick is a solutions-focused Consulting Partner who thrives on turning complex challenges into creative, strategic outcomes. Known for her energy and sharp problem-solving instincts, she brings a determined and collaborative approach to every project. With experience spanning industries from technology to fashion, Louisa is hands-on and deeply engaged in her work. Her expertise includes integrated communications, campaign development and execution, media relations, and issues management—delivering results that resonate and drive impact.