<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;">Today’s economic climate and growing market competition create major challenges for businesses of any size.<span style="mso-spacerun: yes;">  </span>As business pressures mount, it is proven that stronger brands have better success weathering storms.<span style="mso-spacerun: yes;">  </span>Being able to differentiate, demonstrate value and cultivate meaningful relationships with customers is critical to long-term success.<span style="mso-spacerun: yes;">  </span>In other words, “Brands are the express checkout for people living their lives at ever increasing speed,” says <em style="mso-bidi-font-style: normal;">Brandweek.</em></span></p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;">But businesses who work hard to create strong brand value sometimes fall into the trap of thinking the work is done.<span style="mso-spacerun: yes;">  </span>Protecting and defending your brand can prove to be just as valuable as building it. “Reputation Management” is a necessary component that must be part of every company’s strategic, long-term plan. </span></p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;">Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it.”<span style="mso-spacerun: yes;">  </span></span></p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;">The formula for potential disaster is simple: Surprise creates uncertainty, uncertainty leads to distrust.<span style="mso-spacerun: yes;">  </span>Any sort of distrust in business is a threat to your overall viability. The “crisis” may be an allegation, an accident, a lawsuit, an investigation or a media inquiry.<span style="mso-spacerun: yes;">  </span>Companies that are prepared to deal with the unexpected are in a better position to maintain their reputations.<span style="mso-spacerun: yes;">  </span>In many cases, preparation and the ability to respond quickly can minimize the depth of a crisis.</span></p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;">Preparation and crisis communication planning involves many aspects.<span style="mso-spacerun: yes;">  </span>It should include the development of protocols, procedures and rapid response action steps.<span style="mso-spacerun: yes;">  </span>It should address the proper chain of command and identify those who may be designated as spokespeople.<span style="mso-spacerun: yes;">  </span>It should define the various target audiences (including your employees) to whom communications would be delivered and the various methods or sources for how it would be delivered.</span></p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;">“A reputation is an incredible asset, one you can’t appreciate until you lose it,” said the former CEO of Waste Management, Steve Miller.<span style="mso-spacerun: yes;">  </span>“And when you do, every aspect of business gets harder and more costly.”</span></p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Verdana; font-size: 10pt;"><em>-Jim Miller</em> </span></p>