Personal brand management
the vulnerability of fame
Personal brand management is a phrase we use to describe what we do to build, nurture and defend the reputations of respected business people and leading public sector figures.
In days gone by it was enough to build and protect the reputation of a company or public sector organisation - not any more.
We live in a time of celebrity and chief executives often attract as much attention as the companies they lead.
It goes without saying that sports, media and showbiz personalities are just as vulnerable as business leaders.
IT’S SO EASY TO PUT YOUR FOOT IN IT
A misplaced word, an unfortunate aside or a clumsy action can grab the headlines, undermine a celebrity’s status, severely damage the business leader's reputation and rock the company’s share price.
Remember BP CEO Tony Hayward who only wanted to get his life back following the oil rig explosion which killed 11 and caused serious pollution in the Gulf of Mexico.
What's even more annoying is the negative coverage which can result from a journalist making mischief, a malicious attack from a business rival or slanderous gossip which reaches the ears of the press and media.
It’s why many CEOs and media personalities charge us with managing their personal brand and it's why many public figures opt to have their own personal websites.
IS A PERSONAL WEBSITE THE ANSWER?
In the corporate world, an official personal website is the answer. It means a CEO can issue news without any journalistic spin. What goes into the public domain are the leader's carefully chosen words.
Journalists and bloggers visit the official website to download official news releases, press statements or specially filmed and edited videos.
It means crafty reporters don't get the opportunity to put the CEO or chairman on the spot by asking unhelpful, tricky or difficult questions.
An official personal website puts you in control - not the media and, if used in conjunction with social media messaging on Linkedin, Twitter and Facebook, you are even more protected.
Follow the royal lead
Personal websites have long been used by the British Royal Family and it goes a long way to explaining why they are seldom involved in controversy and media scandals.
Prominent business leaders like Sir Brian Souter, chairman of Stagecoach, facilities entrepreneur Lord Haughey and Only president Gordon Beattie all have their own personal websites.
They have their own personal websites because it puts them in control – not the media.
HOW CAN WE HELP YOU?