Responding to a Crisis
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What is the difference between a reputation issue and a reputation crisis?
An issue is contained and likely to resolve on its own. A crisis has reached escape velocity - sustained coverage, social amplification, AI narrative formation, or visible stakeholder concern - and needs an active response.
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How do you manage search results when news coverage is ongoing?
Run daily monitoring on both Google and AI engines, prepare responsive content as facts evolve, update Wikipedia and Knowledge Panel where supportable, coordinate cadence with PR, and communicate with stakeholders on a regular rhythm.
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How do you assess the severity of a reputation crisis?
Severity is assessed across four signals: media reach (which outlets, what tier), social amplification rate, AI narrative formation (which engines have absorbed it), and stakeholder reach (whether investors, regulators, or customers call).
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What is a reputation crisis escalation framework?
A pre-defined set of triggers (specific event types, coverage thresholds, AI narrative signals) and tiered responses (monitoring, comms, legal, board) with named owners, decision authorities, and SLAs.
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I have a common name and someone else’s scandal is hurting my search results. What can be done?
Entity-disambiguation work: distinct schema and structured data, dedicated owned properties, sameAs links across the right reference points, and Wikipedia disambiguation where applicable.
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