But we're not just talking about when things go wrong here! Managing a reputation for anyone or anything is a delicate and precise mix of different approaches: guarding and nurturing the reputation you have already built, building a reputation or rescuing a reputation when something goes wrong.
All these different needs mean working with a variety of different approaches suitable for your sector. It's felt more and more in today's business world that reputation is possibly the single most powerful factor in consumer trust.
You can't afford to ignore it.