In crisis communication, reputation management is one of the most critical aspects. Reputation is the intangible value around which work in this field revolves. Typically, this value is not the result of an organisation’s efforts alone but rather the perception that its behaviour generates among its audiences.
If a company provides poor service, failing to meet customer expectations, those customers will form a negative image of the company and act accordingly. Nothing in a reputational crisis should be left to chance. So far, so clear. However, reputation does not always depend on what we do—it can also be shaped by the actions of those we associate with.
If we had to give it a name, let’s call it “mirror reputation“. This refers to the subjective perception that a stakeholder has of a company or brand based on its direct relationship with other organisations or individuals whose behaviour may or may not align with its own values.
Is my partner’s reputation my reputation?
Recently, a client expressed concerns about whether the greenwashing accusations against one of their suppliers could be enough for others to see the same behaviour reflected in their own organisation. Can users criticise my relationship with someone who acts against my principles? Am I responsible for another company’s practices simply because I use their products?
The answer is not straightforward and requires deep analysis, but we can clarify a few points.
In principle, everyone is responsible for their own actions. However, in today’s era of corporate values and purpose, transparency allows us to assess whether it is appropriate to work with or associate with others based on shared values. In fact, it is common for agencies bidding for contracts to be required to sign or accept the ethical codes of potential clients.
If we are unaware of how an organisation truly operates, it is understandable that we lack the ability to discern. But if someone is clear about their stance, it should come as no surprise that both external and internal audiences demand consistency.
Mirror reputation is what underpins the brand boycotts we have seen frequently over the past decade. These often spontaneous campaigns encourage consumers to stop purchasing a product when a company is linked to another organisation that behaves contrary to customer expectations. This has happened repeatedly with advertising placements in media outlets or programmes criticised for their conduct.
Tips for managing mirror reputation
We cannot be responsible for the actions of everyone we interact with, but we can take some preventive measures to ensure mirror reputation does not work against us:
- Clearly define your values and set ethical principles. They may not align with those of your customers, but they are yours, and no one should demand that you adopt values that contradict or oppose them.
- Demand transparency from your main collaborators from the outset.
- Make decisions based on your values and those of your partners.
- Do not rush into responding to a scandal that does not directly involve you but affects another company you are associated with. Assess the nature of your relationship and its relevance to the controversy before making public statements simply because a wave of tweets demands it.
Ultimately, defend your reputation and work to ensure it depends solely on you. As for choosing your friends wisely and your enemies even more carefully, that’s up to you.
