Reputation management in public relations: A practical guide

Reputation can make or break a brand. A single post online can trigger a full-blown crisis, while a timely story can win you headlines and new fans. For PR teams, managing reputation isn’t just about putting out fires – it’s about protecting and strengthening the trust that keeps a business running.

A solid reputation attracts loyal customers, earns credibility, and supports growth. When that reputation takes a hit, the fallout can be costly: lost sales, shaken trust, and damage that lingers long after the news cycle moves on.

Reputation management in PR is the ongoing process of shaping how people see your organization. It mixes proactive storytelling with crisis response, aiming to build trust and protect your brand image over time.

While traditional PR focuses on visibility – generating media coverage through press releases, events, and media relations – reputation-focused PR emphasizes perception. It combines business storytelling with rapid response strategies to manage crises and reputational risks.

Reputation is reinforced through repetition. Whether it’s a press release, a customer service script, or a tweet, the message should reflect the same values and tone. Consistent communication helps people recognize – and trust – your brand.

What it is: Tracking brand mentions and gauging public sentiment across news, blogs, forums, and social media.

Why it matters: Early detection of issues lets you respond quickly before they escalate.

Tips:

• Use tools like Prezly, Mention, or Brandwatch for real-time monitoring
• Set alerts for your brand, executives, and key products.Track sentiment trends weekly (positive/negative/neutral)

Example: A fintech startup spots rising Twitter complaints after a brief outage. They quickly issue a transparent apology, calming concerns before the story spreads.

What it is: Having a clear, actionable plan to guide your response during reputational crises.

Why it matters: A fast, clear, and human response can contain damage and protect trust.

Tips:

• Create a crisis playbook with roles, messaging templates, and approvals
• Run regular simulations to stay sharp
• Prep a “dark site” to go live with urgent updates when needed

Example: A food brand recalls a product. Thanks to pre-planned comms, they respond within hours with press releases, FAQs, and social media updates – avoiding panic and maintaining customer trust.

What it is: Telling stories that reflect your brand’s mission, values, and personality.

Why it matters: Emotional, values-aligned stories shape public perception and build loyalty.

Tips:

• Define brand pillars (e.g. sustainability, innovation) to guide content
• Use real stories – like customer testimonials or behind-the-scenes footage – to show authenticity
• Align messaging across channels

Example: An apparel brand shares worker stories from its ethical factories. Lifestyle media picks it up, enhancing its reputation for transparency.

What it is: Building trust through meaningful interaction with customers, employees, media, NGOs, and communities.

Why it matters: Stakeholders who feel heard are more likely to support you during challenging times.

Tips:

• Host Q&As, roundtables, or webinars to listen and respond
• Share regular updates in blogs and newsletters
• Publicly recognize community voices and loyal customers

Example: After environmental concerns arise, a tech company partners with NGOs to revise its roadmap – earning praise from former critics.

What it is: Managing your brand's visibility and messaging across digital touchpoints – website, social media, review platforms.

Why it matters: Most first impressions happen online. Inconsistency or silence can damage credibility.

Tips:

• Keep messaging and branding consistent across all channels
• Respond to online reviews and questions – both positive and negative
• Keep your newsroom updated with fresh, relevant content

Example: A hotel chain notices declining online ratings. They launch a “You Spoke, We Listened” campaign, showcasing service improvements. Ratings improve and bookings rebound.

In May 2025, the Roosevelt Island Operating Corporation (RIOC) faced scrutiny for allocating nearly $170,000 in taxpayer funds to a PR firm to counteract negative publicity surrounding the Roosevelt Island Tramway.

The campaign aimed to shift blame for service issues onto tourists, despite internal mismanagement being the root cause. This strategy backfired, leading to criticism from the state Inspector General for undermining transparency and eroding public trust.

Domino's Pizza encountered widespread criticism in 2009 due to negative customer feedback about their pizza quality. In response, the company launched a transparent campaign acknowledging the issues and showcasing their efforts to improve recipes and customer service. This proactive approach led to a significant turnaround in public perception and business performance.

Uber's corporate culture came under fire in 2017 when former employees revealed systemic issues, including harassment and discrimination. The revelations led to public outcry and calls for leadership changes. The company's reputation suffered, highlighting the impact of leadership behavior on corporate image.

In 2024, Kingspan, a company implicated in the London Grenfell Tower fire, faced criticism following the release of an inquiry report. The report highlighted Kingspan's dishonest marketing practices and disregard for fire safety. Despite attempts to downplay responsibility, the company's reputation was significantly affected.

In 1982, Johnson & Johnson faced a crisis when cyanide-laced Tylenol capsules led to multiple deaths. The company promptly recalled 31 million bottles, halted production, and introduced tamper-proof packaging. Their transparent and swift response restored public trust and set a benchmark for crisis management.

Enron's downfall in 2001 serves as a cautionary tale of leadership failure and unethical practices. The company's executives engaged in accounting fraud to hide debts, leading to bankruptcy and loss of investor trust. The scandal underscores the importance of ethical leadership and transparency.

• Transparency and authenticity are essential. Open communication fosters trust and credibility.
• Rapid response with empathy and facts prevents issues from escalating. Timely actions can mitigate damage.
• Ethical communication protects long-term brand reputation. Upholding integrity ensures sustained public confidence.

7 PR Crisis Management & Communication Examples: The best… and the absolute worst

We take a look at some of the best-managed PR crises of the past decade.

Reputation PR isn't just about crises – it’s daily, detailed work. Here's what it typically includes:

Reputation management starts with listening. Keeping track of what’s being said about your brand is essential to spotting both risks and opportunities.

• Use real-time media monitoring to track brand mentions, competitor comparisons, and sentiment trends across traditional and digital platforms
• Flag negative publicity, misinformation, or developing issues early to avoid escalation
• Highlight positive brand mentions to amplify and re-share across your channels

Consistent communication builds credibility and helps shape public perception proactively – not just during crises.

• Publish company news, announcements, and thought leadership that aligns with your brand values and tone
• Use branded newsrooms (like those in Prezly) to keep your stories accessible, searchable, and on-message
• Integrate storytelling into your PR strategy to showcase company values, milestones, and real-world impact

Being a reliable source for journalists and media outlets strengthens relationships and builds trust.

• Respond quickly and factually to incoming questions, even if it’s to say, “We’re checking and will follow up shortly”
• Provide clear, approved statements that can be reused across communication channels
• Log media inquiries to identify recurring themes or potential reputational gaps

Reputation PR means telling the right stories – ones that show, not just tell, who your brand is.

• Regularly pitch stories that reflect your mission, values, and community contributions
• Tailor pitches to each journalist or outlet to increase relevance and pickup
• Highlight customer success stories, team initiatives, or behind-the-scenes innovations

Even with the best planning, things go wrong. Having a plan – and a platform – makes all the difference.

• Use a pre-approved crisis communication strategy to act quickly and confidently.
• Coordinate messaging across platforms (newsroom, social media, email) to maintain consistency and control the narrative.
• Follow up after the fact with transparent updates and corrective actions.

• Have a plan before you need it: Crisis readiness is non-negotiable
• Monitor and respond with clarity: Use media monitoring and data to inform strategy
• Align messaging across platforms: Inconsistency erodes credibility
• Own your narrative: Don’t wait for others to define your brand
• Be human: Show empathy, take responsibility, and act with integrity

• Long-term gains: A strong reputation supports customer trust and financial performance
• Influence over perception: Strategic communication shapes how you're viewed

• Quick fixes: Reputation is earned slowly, lost quickly
• Complete control: You can guide perception, but not guarantee it

Consider external PR support if:

• Negative publicity is persistent
• Your team lacks crisis experience
• You’re unsure how to rebuild trust

What a PR firm brings:

• Objective outside perspective
• Crisis planning and messaging expertise
• Media relationships and monitoring tools

How to choose the right partner:

• Look for industry expertise
• Ensure their values align with yours
• Ask for real examples of past successes

Managing a brand’s reputation isn’t just about reacting when things go wrong – it’s about building a consistent, values-driven presence every day. That’s where Prezly helps.

Designed specifically for PR professionals, Prezly gives you the tools to manage media relations, shape public perception, and act fast when reputational risks emerge.

Ready to take control of your brand’s reputation?

Start your free 14-day trial of Prezly and see firsthand how it empowers your PR team to stay ahead of the narrative, build a positive brand image, and manage crises with confidence.