Protecting Your Brand

Your IT systems could be breached as a result of a ransomware attack. You might have an unexpected executive change, or you might be preparing to announce a RIF. You could be accused of racial discrimination or your DEI program could be attacked by outside critics. Whatever the situation impacting your reputation, Highwire can lead the effort to bolster and protect it. 
reputation-management

Why do you need reputation management?

Given the potential for a range of crises that can impact a brand, including cybersecurity incidents and service outages, reductions in force and executive transitions, or legal, regulatory or shareholder issues, efforts to prepare for the unexpected, build a solid reputation for your brand, and manage the constantly evolving threat landscape are crucial. 

Highwire will build and test crisis PR plans and work to shape your narrative and build support for your approach. We will manage your position given shifts to your market landscape, and we will serve as your crisis communications response team in time of need. 

Digital at Highwire

Highwire’s digital team consists of expert communicators who leverage a deep understanding of clients’ businesses and markets to develop audience-first integrated campaigns that deliver.

What does reputation management look like?

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Crisis PR scenario development

A response workflow, and testing of the workflow, based on assembling critical players, from legal and HR to communications, technical and security.

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Real-time management

Management of a real-time situation impacting your reputation. Highwire will serve as press agent, providing counsel on internal, customer and investor communications, addressing social and community engagement. 

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Media and content campaigns

Highwire-led media and content campaigns leverage agency-cultivated influencers and other third-parties, showcasing a company’s values and enhancing its brand perception.

Reputation management in action

A Highwire client faced a blistering array of critics who referred to its AI-based interview platform as a tool used to perpetuate bias and cast doubts on its effectiveness. Highwire developed a system to carefully evaluate and manage media conversations and diffused the initial blowback the company experienced.

After managing the initial crisis, Highwire implemented a reputation management program. We built support for the client through influencer conversations and published research, and touted new innovations to increase appeal to key buyers. The company went from being called a “snake oil salesman” to being featured on the “Today Show.” 

Benefits of reputation management

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Protecting revenue

Customers and partners want to work with companies they feel are good; conversely, a negative reputation can thwart deals and prompt even long-term customers to jump ship. 

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Retaining employees

Employees work for organizations that match their values, and if there’s a disconnect they are likely to look elsewhere. 

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Mitigating risk

The severity of a crisis can be in direct proportion to the preparation a company has done in advance to identify risks, align on responses and educate key audiences. 

How we measure success

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Shorter news cycles

Mitigating negative sentiment in media coverage and social commentary while limiting media exposure. A well executed campaign will result in a shorter news cycle with the facts shared quickly and succinctly. 

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Customer retention

External parties often note a company’s transparency following an effective and well thought out response.

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Values alignment

Adherence to company’s values as represented in social and community engagement. 

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