This chapter is intended to help you:
Understand the notion of brand reputation and reputation management.
Identify the skills necessary to manage reputation.
Understand the role of social media in reputation management.
Understand how to plan for crises.
As careful as one can be with their planning, there will always be a time when something goes wrong. A number of situations can have a negative effect on a brand, and the account manager must be ready at a moment’s notice to deal with any and all unexpected problems.
Most—virtually all—problems can and will be solved. The challenge to a brand is that in today’s world, consumers have immediate access to all kinds of ...