{"id":5324,"date":"2024-05-30T13:09:23","date_gmt":"2024-05-30T13:09:23","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/guia-basica-de-gestion-de-una-crisis-reputacional\/"},"modified":"2026-04-07T07:52:23","modified_gmt":"2026-04-07T07:52:23","slug":"basic-guide-to-managing-a-reputational-crisis","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/guia-basica-de-gestion-de-una-crisis-reputacional\/","title":{"rendered":"Basic guide to managing a reputational crisis"},"content":{"rendered":"<p>In previous posts in this blog, we talked about<a href=\"https:\/\/www.geotelecom.es\/en\/blog\/how-to-create-a-company-communication-plan\/\"> how to create a communication plan<\/a> effective for your company and in it we made mention of reputation crises.<\/p>\n<p>In this post we want to provide more information about its management, explaining what it is, how to prevent a reputational crisis and what elements must be taken into account to be able to manage it.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/guia-basica-de-gestion-de-una-crisis-reputacional\/#%C2%BFQue_es_una_crisis_reputacional\" >What is a reputational crisis?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/guia-basica-de-gestion-de-una-crisis-reputacional\/#%C2%BFComo_prevenir_una_crisis_de_reputacion\" >How to prevent a reputation crisis?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/guia-basica-de-gestion-de-una-crisis-reputacional\/#10_principios_basicos_para_la_gestion_de_una_crisis_de_reputacion\" >10 basic principles for reputation crisis management<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/guia-basica-de-gestion-de-una-crisis-reputacional\/#Ahora_bien%E2%80%A6_%C2%BFComo_se_elabora_un_manual_de_crisis_reputacional\" >Now then... How is a reputational crisis manual prepared?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_una_crisis_reputacional\"><\/span>What is a reputational crisis?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A reputation crisis is a<strong> situation that negatively affects the company's image,<\/strong> harming consumers and\/or shareholders.<\/p>\n<p>These events may include scandals, bad business practices, security incidents, among others. The consequences can range from the loss of customers to a decline in the value of the company's stock and <strong>long-term damage to the company's credibility<\/strong>.<\/p>\n<p>Crisis management is the ability to foresee and act in the face of possible situations that could negatively affect the company's reputation.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFComo_prevenir_una_crisis_de_reputacion\"><\/span>How to prevent a reputation crisis?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Prevention is the best strategy to avoid a reputation crisis. One of the essential steps is the <strong>constant monitoring<\/strong>. Using media and social media monitoring tools allows you to detect negative mentions and emerging trends, providing an opportunity to address potential problems before they become crises.<\/p>\n<p>Transparency also plays a crucial role. Be <strong>transparent in the company's operations and communications<\/strong> helps prevent misunderstandings and build trust with the public. Honesty and openness in business management can strengthen relationships with customers and other stakeholders.<\/p>\n<p>It is also necessary to <strong>fostering a corporate culture<\/strong> based on ethics and social responsibility. Promoting ethical values within the company reduces the risk of inappropriate behavior that can lead to a reputational crisis. A strong and responsible culture can act as a shield against potential scandals or malpractice.<\/p>\n<p>Finally, developing and regularly updating crisis management plans is essential. These plans should include <strong>communication protocols<\/strong> and clear roles for the crisis team, ensuring that everyone knows what to do and how to act quickly if a crisis arises. Being prepared and having a detailed plan can be the difference between an effective response and chaos during a reputational crisis.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10_principios_basicos_para_la_gestion_de_una_crisis_de_reputacion\"><\/span>10 basic principles for reputation crisis management<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li><strong>A good analysis allows us to know what will happen. <\/strong>To analyze the situation, to know where it may evolve, to know what is happening to us, why it is happening to us and who it may affect.<\/li>\n<li><strong>Do not forget anyone. <\/strong>Knowing exactly who our interlocutors are and knowing our audiences will help us not to forget anyone in the management of a crisis.<\/li>\n<li><strong>To have the information is to have the agenda of the crisis.<\/strong> Having good internal communication circuits will allow us to know what is happening and why it is happening. If we have the right information we can make the right decisions.<\/li>\n<li><strong>The spokesperson, a key figure in the management of a reputational crisis. <\/strong>Knowing who should speak, what to say and when to say it is essential for getting messages across properly during a crisis.<br \/>\nThe spokesperson must be someone who knows the company perfectly well and who transmits trust, proximity, security and credibility.<\/li>\n<li><strong>Know the communication channels available to us. <\/strong>Most organizations are not aware of the communication channels available to them.<\/li>\n<li><strong>The information must be serious, transparent, truthful and clear. <\/strong>In a crisis, silence is not profitable, it is necessary to inform and this must be done from the very beginning and, above all, the information must be rigorous, intelligible to our public and transparent.<\/li>\n<li><strong>External communication starts with internal communication. <\/strong>In a crisis, the first means of communication available to us are the members of the organization itself. Forgetting and neglecting them will work against us.<\/li>\n<li><strong>The crisis committee, a tool for crisis management.<\/strong> Knowing who is managing a crisis and who should make decisions at any given moment makes it easier to deal with risk situations.<\/li>\n<li><strong>To have a communication plan is to have a solution. <\/strong>Having a crisis communication plan allows us to avoid having to improvise.<br \/>\nA plan will determine the messages to be delivered, the audiences that should receive them, the media to be used and the appropriate timing for each action.<\/li>\n<li><strong>Real crisis management begins the next day.<\/strong> It is the day after a communication crisis when the real task of crisis management begins, analyzing what has happened, determining what needs to be improved and deciding what actions we should take to prevent new crises, being critical of ourselves.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Ahora_bien%E2%80%A6_%C2%BFComo_se_elabora_un_manual_de_crisis_reputacional\"><\/span>Now then... How is a reputational crisis manual prepared?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Although there is no set way to prepare a crisis manual, there are certain common guidelines. Here are some tips on how to prepare a good crisis manual:<\/p>\n<ol>\n<li><strong>Define risk map:<\/strong> At this point, we make a list of possible situations in which the company's reputation could be affected. Once identified, they must be categorized according to their seriousness.<\/li>\n<li><strong style=\"font-size: 16px;\">Identification of sources: <\/strong>define whether the sources are internal or external.<\/li>\n<li><strong style=\"font-size: 16px;\">Messages to be transmitted:<\/strong> a message must be developed for the possible risk situations that we have identified in the previous steps, which is why it is necessary to dedicate time to the risk map.<\/li>\n<li><strong style=\"font-size: 16px;\">Crisis Committee: <\/strong>It is very important to have a structured crisis committee, so that when I know of such a situation there is no doubt as to who performs what action.\n<ol>\n<li>Director of the committee:<span style=\"font-size: 16px;\"> defines the level of crisis, convenes the committee and directs the actions of each.<\/span><\/li>\n<li>Internal spokesperson:<span style=\"font-size: 16px;\"> is responsible for communicating the situation to the company. Position: human resources manager.<\/span><\/li>\n<li>External spokesperson:<span style=\"font-size: 16px;\"> is in charge of communication with the media. Position: Director of Communications.<\/span><\/li>\n<li>Telephone spokesperson<span style=\"font-size: 16px;\">: takes care of calls.<\/span><\/li>\n<li>Advisors:<span style=\"font-size: 16px;\"> collect information and provide technical advice to the committee.<\/span><\/li>\n<\/ol>\n<\/li>\n<li><strong style=\"font-size: 16px;\">Action protocol: <\/strong>when a reputational crisis occurs, you have to act quickly, so you have to have a protocol in place.<\/li>\n<li><strong style=\"font-size: 16px;\">Media: <\/strong>It is necessary to have established both the means of communication and the way to contact them in order to act as quickly as possible.<\/li>\n<li><strong style=\"font-size: 16px;\">Social Media:<\/strong> it is very important to <a href=\"https:\/\/www.geotelecom.es\/en\/comunity-manager\/\">social media management<\/a> and even more so today. Many crises originate online and, therefore, have their solution there. Some of the keys to good management of social media during a crisis:\n<ol>\n<li>Actively listen to the problems and comments of the people who come to us.<\/li>\n<li>Speak to them in a transparent and appropriate manner.<\/li>\n<\/ol>\n<\/li>\n<li><strong style=\"font-size: 16px;\">Respond to those affected: <\/strong>successful crisis management requires a face to face approach and contact with affected audiences.<\/li>\n<li><strong style=\"font-size: 16px;\">Conduct drills: <\/strong>This point is essential, since theory is all very well, but it is necessary to practice everything stipulated in the manual so that if at any time it is necessary, all members of the company and the committee know how to act and communicate in the event of a crisis.<\/li>\n<\/ol>\n<p>In conclusion, we could say that in order to correctly resolve a reputation crisis it is necessary to repair, communicate effectively and empathize with those affected.<\/p>\n<p>Companies must be prepared to deal with any situation that could jeopardize their reputation. The<strong> prevention and appropriate response<\/strong> can make the difference between a manageable crisis and a public relations disaster.<\/p>","protected":false},"excerpt":{"rendered":"<p>Manage a reputation crisis without dying trying.<br \/>\nFollow these guidelines that can help you to be prepared for this situation.<\/p>","protected":false},"author":42,"featured_media":6376,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,27],"tags":[69,70,49,71],"class_list":["post-5324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing-online","tag-comunicacion","tag-crisis-de-reputacion","tag-ecommerce","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gu\u00eda b\u00e1sica de gesti\u00f3n de una crisis reputacional - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/basic-guide-to-managing-a-reputational-crisis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gu\u00eda b\u00e1sica de gesti\u00f3n de una crisis reputacional - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"Gestiona una crisis reputacional sin morir en el intento. 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