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August 6, 2012

How to Repair a Damaged Reputation (Reputation Management)

Prior to July of this year, many movie fans would know Christian Bale for his Hollywood career success, compelling performance as Batman in the “Dark Knight” movies and his handsome good looks… and his shocking abuse arrests for attacking his sister and mother.  For many fans, his violent criminal behavior overshadowed his performance and reputation as a talented actor.

However, when Christian Bale, this same actor with a tainted past, made an inconspicuous trip to lend morale support to families affected by a the horrific Colorado movie massacre (that occurred during the premiere of his movie), he stunned and impressed even the most skeptical. This wasn’t a publicity stunt — media were not told in advance and he refused interviews. Many fans proclaimed that he had done wonders to repair his reputation! The praise and applause echoed all across traditional and social media.

It is not uncommon for people to suffer from blemished reputations, even those who have achieved significant levels of “success” in their career. For some the scars on their reputation come from inappropriate behavior, poor choices or being “in the wrong place at the wrong time.” Can a reputation be repaired? Yes.

Reputation is Earned Over Time

We aren’t born with a reputation. We earn our reputation over time, through behavior, belief, interaction and communication with others. If you treat others with disrespect, refuse to collaborate and don’t share information, you might develop a reputation as someone unpleasant to work with. By contrast, if you share generously, celebrate the success of others and display an approachable attitude, you might be perceived as someone others want to be around.

It is the combination of values plus action that influences reputation-building behavior. A one-off negative behavior typically doesn’t typecast someone as a negative person. If the balance of affirming-to-negative behavior is great, audiences will tend to write that negative behavior off as a fluke. It is when the patterns become set, and prevalent, that we begin to believe they are true, and the reputation gains traction.

Feedback offers insight into reputation

In my book, “Reputation 360: Creating power through personal branding,” I spend a lot of time discussing the importance of feedback in assessing reputation. In order to know how positively or negatively your personal brand is regarded by others (relative to your desired brand), feedback is critical. Reputation repair cannot begin until you accurately assess the depth and breadth of negative perception by your target audience.

Feedback may offer insights:

  • you might learn that your reputation is not as damaged as you believe
  • you have advocates ready to come to your defense to repair your brand
  • there is misperception in the public, which should be corrected and aid your repairing effort
  • you have the opportunity to make changes to how others perceive you in order to earn a positive reputation again

Reputation Repair Action Steps

There is no easy process for repairing a reputation that works for everyone. Some of my clients have been high profile executives whose names appear in leading business media; for others, their damaged reputation has limited their access in narrow niche markets.  Still others have simply missed too many opportunities to assert themselves, thus earning a negative personal brand.

To proactively begin a personal brand repair strategy, here are some best practices:

1. Own your past. Taking personal accountability to own the choices you made which may have led to your damaged brand is a huge (and very difficult) first step. Passing blame around is not only distracting, but can lead to skepticism by a scrutinizing audience. Audiences typically accept that people make mistakes and make bad choices sometimes. Taking responsibility for those mistakes is a brave and important step.

2. Define your desired reputation. Set a clear goal of how you want people to feel about you. It is important to articulate what you want audiences to know about you (skilled attorney, qualified banker, etc.), but how they feel about you is vital. Do you want people to feel you are humble, generous and approachable? Then work towards that set of character traits in your personal brand strategy.

3. Create a game plan. Plan the steps you’ll need to take to rebuild your reputation. Employ experts in personal branding, public relations, social media marketing and image consulting, if you need them. A well-planned reputation repair strategy is not about “spin” and packaging — it will enable you to hold your head high and walk confidently into the next phase of your career.

4. Set metrics and benchmarks. Part of your strategy will be to set benchmarks and milestones to achieve and assess your progress in repairing your reputation. Carefully analyze the reputation you are earning (through feedback and progress towards your desired brand) and correct your strategy if you find yourself off course.

5. Get real with your values. Personal accountability, authenticity and clarity in values are the cornerstones of every successful personal brand program. When you can articulate your values and act and live in accordance with those values, then you can earn credibility for a reputation of trust, integrity and value to others.

Even without a Hollywood-size budget, individuals with blemished or damaged reputations can begin to repair their personal brand. It is not easy, and not fast, but consistent behavior that lines up with values, creates a strategy for successful personal brand design.

Filed Under: Job Seekers, Personal Branding

Reader Interactions

Comments

  1. Deb Krier says

    August 9, 2012 at 8:09 am

    As always, great advice! I’d like to add that many people assume that their social media presence doesn’t contribute to their reputation…and it does. Often, it’s the first (and only) way we have to get to know someone. I’ve been mortified by reading posts from people pertaining to politics. It’s also difficult to know when someone is being funny, sarcastic, and so on when they are posting. It’s vital that someone remembers this when posting – and if they’ve mis-stepped, take the steps you have here to repair the damage…and not repeat it!

  2. Lida Citroen says

    August 9, 2012 at 8:13 am

    So true, Deb! That’s why we advocate “ego surfing” — Google yourself to see what others see when they search for you. Thanks for posting.

  3. Jeff Rock says

    October 26, 2012 at 6:51 am

    Hello Lida,
    Thank you for this great post. A damaged reputation can be devastating and the default internal narrative is that there is no way to fix it. I love the repair strategy you have outlined. Like everything worth doing, it takes planning and work, but it can be done. -Jeff

    • Lida Citroen says

      October 26, 2012 at 9:42 am

      Hi Jeff – Thank you for your comment. Reputation repair does take time, and the longer one waits to start, the more harmful it can be. As we see with high profile celebrities, accountability and personal ownership of the mistakes are critical. All my best, Lida

  4. scott says

    December 20, 2012 at 6:59 pm

    Thank you for this information. I do plan on utilizing this.

    • Lida Citroen says

      December 21, 2012 at 9:29 am

      Glad to know you found this helpful, Scott!

  5. David Fitzgerald says

    May 26, 2013 at 10:12 pm

    Great information. Thanks for writing!

  6. Vanessa says

    February 4, 2014 at 11:17 pm

    great info! One thing I think is effective is trying to correct whatever wrong was done if possible and or pay whatever is owing to people so there is a sense of relief when rebuilding your new futre

Trackbacks

  1. What Lance Armstrong Taught Us About Reputation Management says:
    February 11, 2013 at 4:01 pm

    […] your reputation issues might not land you an interview with Oprah, the power of being intentional and focused on how you […]

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Books by Lida Citroën

Lida is the author of 5 books on personal branding, reputation repair, military-to-civilian-transition, and engaging with veteran talent.

In her most popular book, Control the Narrative, she shares wisdom on managing perception that empowers executives, entrepreneurs, and emerging leaders alike to get in the driver’s seat of their career and legacy.

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Shinseki’s departure paves the way for reforms in VA (La Opinion – 2014)
https://laopinion.com/2014/05/30/la-salida-de-shinseki-abre-camino-a-reformas-en-va-video/

Why Veterans Must Relearn the Concept of Trust (Military.com – 2014)
https://www.military.com/veteran-jobs/career-advice/military-transition/why-veterans-must-relearn-the-concept-of-trust.html

Your Personal Brand Matters Most! (Military Transition News – 2014)
http://www.civilianjobs.com/issues/Military_Transition_News-MarApr_2014_print.pdf

5 Tips on Staying Positive During a Job Search (Military.com – 2014)
https://www.military.com/veteran-jobs/career-advice/5-tips-on-staying-positive-during-a-job-search.html

7 Networking Myths Debunked (Military.com – 2014)
https://www.military.com/veteran-jobs/career-advice/military-transition/7-networking-myths-debunked.html

New Social Media Sites Help Military Manage, Find New Careers (DCMilitary.com – 2013)
http://www.dcmilitary.com/andrews_gazette/news/new-social-media-sites-help-military-manage-find-new-careers/article_46390efa-2d77-5eab-92c0-7b4227657b6d.html

From The Battlefield To Business: Transitioning Our Veterans Into The Workforce (ICOSA Magazine – 2013)
https://lida360.wpengine.com/pdf/VeteransWorkforceTraining.pdf

How to Network at a Job Fair (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/interview-tips/how-to-network-at-a-job-fair.html

Female Veteran Hiding Service (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/interview-tips/female-veteran-hiding-service.html

Self-Promotion Will Feel Foreign to a Veteran (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/military-transition/self-promotion-will-feel-foreign-to-a-veteran.html

Going Back to School After Transitioning (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/military-transition/going-back-to-school-after-transitioning.html

Asking for Recommendations as You Build Your Brand (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/job-hunting/getting-recommendations-for-job-search.html

Discussing Prior Service With Interviewers (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/military-transition/discussing-prior-service-job-interview.html

Failure IS an Option: 4 Tips to Handle Rejection (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/job-hunting/four-tips-to-handle-job-rejection.html

What Is Your Unique Value Proposition (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/interview-tips/job-interview-how-are-you-special.html

Build Your Brand Before Your Resume (Military.com – 2013)
https://www.military.com/veteran-jobs/career-advice/military-transition/build-your-brand-before-your-resume.html

The War at Home: The Struggle for Veterans to Find Jobs (Digital Military Magazine – 2013)
https://dialogo-americas.com/en/articles/war-home-struggle-veterans-find-jobs-part-i

Holiday Networking Tips (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/job-hunting/holiday-networking-tips.html

Crafting Your Elevator Pitch (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/military-transition/crafting-your-elevator-pitch.html

Authenticity is Key to Transitioning (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/military-transition/authenticity-is-key-to-transitioning.html

Build a Networking Strategy for your Transition (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/military-transition/networking-strategy-for-transition.html

Expert Q&A: Using Your Social Network (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/job-hunting/expert-qa-using-your-social-network.html

Military Transition Q&A: Finding the Right Fit (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/job-hunting/military-transition-finding-the-right-fit.html

Military Transition Q&A: Image Matters (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/military-transition/military-transition-building-your-image.html

Navigating Your Transition: Reputation Matters (Military.com – 2012)
https://www.military.com/veteran-jobs/career-advice/military-transition/military-transition-and-personal-branding.html?comp=1198882867951&rank=3

Lida Citroen and Wall Street Warfighters (Fox 31 – 2011)
https://www.youtube.com/watch?v=KNpC5Hdnwfc&feature=g-upl&context=G2c98d4dAUAAAAAAAKAA

5 Reasons to Hire a Military Spouse (entrepreneur.com – 2015)
https://www.entrepreneur.com/article/248530

Why Hiring A Military Veteran Could Be Your Best Business Decision (The Illinois Manufacturer – 2015)
https://lida360.wpengine.com/pdf/CITROEN-HiringAMilitaryVeteran.pdf

Why Hiring a Military Veteran Could Be Your Best Business Decision (Business Know-How – 2014)
https://www.businessknowhow.com/manage/hireveterans.htm

Why Hiring A Military Veteran Could Be Your Best Business Decision (Veterans Enterprise – 2014)
https://www.veteransenterprise.com/index.php/articles-online-magazine/articles/general/437-why-hiring-a-military-veteran-could-be-your-best-business-decision

Why Hiring A Military Veteran Could Be Your Best Business Decision (Veterans Reporter News – 2014)
https://en.calameo.com/read/00293088878a32e7c3ae3

Why Hiring a Military Veteran Could Be a Contractor’s Best Business Decision (Construction Executive – 2014)
http://enewsletters.constructionexec.com/managingyourbusiness/author/lida-citroen/

Why Hiring A Military Veteran Could Be Your Best Business Decision (Workplace Connection – 2014)
https://lida360.wpengine.com/pdf/WrkplcConxnCOLOR-November14.pdf

Why veterans make great employees (Jim Blasingame – 2014)
https://www.smallbusinessadvocate.com/interviews/lida-citro-n-19056

Hiring a veteran could be a great business decision (ColoradoBiz – 2014)
http://www.cobizmag.com/articles/hiring-a-veteran-could-be-a-great-business-decision

Firms say hiring vets is worth extra effort – here’s what they do (Crain’s Detroit Business – 2014)
http://www.crainsdetroit.com/article/20140713/NEWS/307139997/firms-say-hiring-vets-is-worth-extra-effort-heres-what-they-do