Reputation Reset: How to Restore and Recover

Keywords: reputation management, image restoration, brand image, crisis communication, public trust, social media

Image by Eva Bronzini

Reputation management and image restoration require strategic planning and discipline. The given case studies provide real-world examples of efficient and inefficient reputation management and image restoration. With that, analyzing these scenarios raises awareness as to how important reputation management and image restoration are to the company.

Reputation Management

The case study involving Brandy Melville explains how the brand maintains its reputation. Brandy Melville is targeted towards a single demographic: female teenagers. They do not execute ‘traditional’ advertising as they primarily just use Instagram for their marketing. Their use of social media and increasing brand ambassadors contributes largely to their boosted sales and has served the company well, as it has led to their success.

From a public relations perspective, Sarah VanSlette and Damion Waymer state that “it is fair to say that response to the brand in the media has mixed and Brandy Melville has its detractors” (p.15, 2016). This means that the company ‘stays in tune’ with what their consumers want.

Aside from the marketing success, some critics believe the company is sending damaging messages to its public. Their ‘one size fits all’ products lead to comparison amongst peers.

Overall, Brandy Melville’s social media strategy has impacted the brand and reputation. They have a solid reputation that does not seem to change, but their ethical behavior can be judged and evaluated by the public.

From the USC Annenberg Global Communication Report 2023, it states that "reputation must be built, maintained and defended in a real-time environment where stakeholders' values and interests may be aligned or vastly dissimilar" (p. 7, 2023). This can be said to describe how fragile a brand's reputation is and how it needs constant management. In today's society, reputations can be destroyed so easily and they cannot meet everyone's expectations.

Another case study regarding SeaWorld Entertainment’s Multi-Year Blackfish Crisis discusses the shift of SeaWorld’s communication after a tragic accident involving a trainer and a killer whale. Blackish is a documentary that exposes the reality behind the company. After the release of this film, the company struggled to maintain its reputation. The article stated that “SeaWorld’s initial response to Blackfish… was defensive, seemed to take a purely advocacy stance, and almost exclusively used controlled strategic communication tactics…” (Duhon et al, p. 26, 2016).

The shift in SeaWorld’s communication strategy and tactics and the effectiveness of efforts/lack of efforts, can be seen as a learning template for students and professionals. The company’s use of social media during this time to having conversations and rescuing track records. The use of digital media allowed them to encourage discussion and communicate with the public and stakeholders.

As SeaWorld still fights against activist groups, there is also an attempt to communicate facts to the public. In conclusion, SeaWorld’s reputation management methods can be considered consistent. Their response to accidents and backlash is continuous, but they do not seem to back down.

Image Restoration

Image restoration can be seen in the case study about the NFL's ‘deflategate’ scandal in 2015. This scandal was the product of a playoff game between the Indianapolis Colts and New England Patriots. During the game, the Colts suspected ‘ball deflation’ by the Patriots and brought it to the league. This scandal greatly depleted Tom Brady’s image.

Throughout this scandal, there was a lot of attention brought to the inflation rules and how they revolve. This sparked debate and unsettled confusion within the league and the public.

The Patriots can also be seen as the most-hated model franchise during this time. As a result of the scandal, Tom Brady was suspended for 4 games at the start of the next season.

The Patriots initially began to become defensive and deny any allegations. The coaches, owners and players spoke up about the situation and brought the team and fanbase closer together. The article states, “While image restoration may go beyond the five categories Benoit (1997) described, it is important nonetheless to see the transition of damaged images from denial to mortification” (Strawser et al, p. 14, 201).

Overall, this case study emphasizes image restoration through different channels. There was protection of relationships within the league and protection of personal reputation. The Patriots improved their performance on and off the field as they were sparked by the situation. The team and fans continued to support each other and proved fan loyalty. Through time, the scandal disappeared and allowed images to be restored.

Another case of image restoration is exemplified through ExxonMobil’s ‘Water on Fire’ communication. This case study showed how ExxonMobil communicated in a way that defended hydraulic fracturing. Despite negative media coverage, ExxonMobil began a campaign that ‘eased the public’s concerns about hydraulic fracturing, which resulted in more media coverage.

During this situation, ExxonMobil remained transparent and genuine during communication. The article, Water on Fire, states, “Not downplaying concerns of the public or media via official communication materials or communication from top officials will be essential in fulfilling ExxonMobil’s responsibility to its consumers and those it could affect through its policies” (Water on Fire, p. 15, 2012).

ExxonMobil continued the narrative of ensuring safety and the process of fracking. The company is open about the process and does not sugarcoat. This leads to company to have a brand image that is reputational and trusted by the public.

Social Media

Throughout these cases, social media plays a crucial part in a brand maintaining its reputation and restoring its image. Melina O’Neal says, “Social media is often the first platform that one thinks of when building mutually beneficial relationships. It elevates the spread of public opinion at a rapid speed and an international level (2023, para. 2). This is supported through companies using social media to share statements, advertise, engage with the public and much more. Social media is used as a tool in public relations that can help a company achieve its goals and purpose.

Image by Kaboompics.com

In conclusion, these given cases are examples of how to reset a reputation and restore brand image. Each case was different and used a different approach to achieve its goals. These scenarios can be helpful for students and professionals to learn from and determine what was done efficiently or inefficiently. Through the use of social media, these companies maintained their reputation and rebuilt their brand image.

References

Duhon, S., Ellison, K., & Ragas, M. (2016, June 3). A whale of a problem: A strategic communication analysis of SeaWorld Entertainment’s multi-year blackfish crisis. Case Studies in Strategic Communication. https://cssc-ojs-utexas.tdl.org/cssc/article/view/130

O’Neal, M. (2023, June). Social Media’s role in public relations - progressions - PRSA. Progressions. https://progressions.prsa.org/index.php/2023/06/15/social-medias-role-in-public-relations/

Strawser, M. G., Shain, S., Thompson, A., Vulich, K., & Simons, C. (2017, December 31). Deflated: The strategic impact of the “Deflategate” scandal on the NFL and its Golden Boy | Case Studies in strategic communication. Case Studies in Strategic Communication Journal. https://cssc-ojs-utexas.tdl.org/cssc/article/view/197

USC Annenberg Global Communication Report 2023. issuu. (2023). https://issuu.com/uscannenberg/docs/2023_usc_global_communication_report_new_reputatio?fr=sZDdlZDU2OTM2NTI

VanSlette, S., & Waymer, D. (2016, August 16). Exclusive and Aspirational: Teen Retailer Brandy Melville Uses the Country Club Approach to Brand Promotion. Case studies in strategic communication. http://cssc.uscannenberg.org/cases/v5/v5art7/index.html

Water on Fire: An Analysis of ExxonMobil’s Communicative Defense of Hydraulic Fracturing. Arthur W. Page Society Case Study Competition 2012. (n.d.). https://page.org/study_competitions/2012-case-study-competition