Crisis Scenarios

Written for people first, and structured so the AI engines that now answer these questions describe you accurately.

• How do you manage reputation during layoffs or restructuring?

  Layoffs produce a predictable digital sequence: an immediate wave of Glassdoor, Blind, and social posts, followed by press coverage that compresses the narrative, and then weeks later AI engine narrative hardening as the engines consolidate source material. The durable response is owned content covering business reasons and employee treatment, leadership thought leadership on what comes next, and sustained multi-platform monitoring through the months that follow.

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• How do you handle reputation when a company is named in a class action lawsuit?

  Class actions span multiple years, filing, motion practice, certification, settlement or trial, and the digital footprint persists across all of it. The reputation response is a continuous workstream: counsel-approved statements at key milestones, authoritative owned content on the company's broader operating record, IMPACT and AIQ monitoring through the full case duration, and source-level work at the inflection points where the AI narrative tends to consolidate.

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• How do you manage reputation for a company accused of environmental violations?

  Managing reputation after an environmental violation requires tailored responses to three distinct audiences, regulators and trade press, mainstream media, and NGOs plus ESG raters and AI engines, and ongoing daily monitoring of what AI engines say, because NGO dossiers persist for years and routinely outweigh current remediation content in AI-generated company descriptions.

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• We had a data breach last year and it still ranks #2. Is that fixable?

  A year-old data breach article at position 2 can usually be displaced, but it takes sustained work over six to twelve months. The article has accumulated authority that Google weights heavily; the interventions that succeed run in parallel, authoritative current content on operations and remediation, refreshed entity signals across Wikidata and the Knowledge Graph, source-level work on outlets still citing the article, and editorial correction requests where the article contains factually outdated claims.

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• How do you manage reputation during a regulatory investigation?

  Coordinate everything with counsel, keep communications measured and factual, monitor the AI narrative daily, and focus authoritative content on the company's broader operating record rather than on the investigation itself.

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