Pat Ford, University of Florida College of Journalism and Communications (UFCJC) Public Relations professional-in-residence and lecturer, was featured in “Reputation Management & Crisis Communication with Pat Ford,” an episode of the podcast “The Business That Story Built” posted on Aug. 28.

In the podcast, host Christie Bilbrey asks Ford to explain what reputation management means and why it matters. Ford also shares tips on how to be prepared for a business crisis.

According to Ford, the more goodwill you demonstrate to your audience will strengthen your reputation enough to withstand some negativity. You need to have a crisis plan ready and involve employees in the process. They can either be your greatest ambassador or your fiercest critic.

He said that the post-crisis phase includes demonstrating that you’ve correctly identified the problem, and either guaranteeing that it won’t happen again or that you can minimize the chance of it happening again. The second part of this phase is rebuilding your reputation.

He adds, “Before issuing a corporate apology, be ready to hear stories and express sympathy and concern for those who were affected as you learn the facts about who or what is to blame. The fog of crisis is confusing and filled with high emotions. Wait to issue a response until you find definitive facts. Regardless of whether or not the company is to blame, the public always expects them to lead the solution.”

Posted: September 7, 2023
Category: College News
Tagged as: Crisis Communication, Crisis Plan, Pat Ford, Public Relations, Reputation Management, The Business That Story Built podcast