They say reputation takes years to build but seconds to destroy and in today’s always-on world, those seconds now happen in real time.

A single post, a poor statement, or a data breach can spiral into a full-blown crisis before a business has even had time to respond. When that happens, the question every organisation face is simple, what is your reputation worth?

Boeing’s continuing crisis surrounding safety concerns saw renewed public scrutiny, while sportswear giant Adidas faced backlash over sponsorship decisions that ignited social debate.

Even TikTok, once seen as an untouchable giant, found itself under the global spotlight amid data privacy concerns. Each example proves the same point, without a clear, strategic communications plan, even the strongest brands risk losing trust, loyalty, and long-term value overnight.

The value of reputation in a crisis

A company’s reputation is more than perception, it’s the foundation of customer trust, stakeholder confidence, and resilience during uncertainty.

Research continually shows that reputation directly influences revenue, market position, and even recruitment power.

It’s an invisible yet invaluable business asset. During a crisis, reputation acts as a shield or a fault line. A strong one absorbs the pressure.

A weak one cracks quickly. When businesses respond poorly, be it a delayed statement, inconsistent messaging, or lack of accountability, they often suffer lasting harm that stretches far beyond the incident itself.

• 74% of organisations now engage external crisis communications experts to protect their reputation.
• Poorly managed crises can reduce share value, accelerate customer churn, and inflict long-term brand damage that eclipses the cost of the original issue.

In contrast, companies that respond swiftly and transparently often see reputational recovery and renewed trust quicker than expected.

Why specialist crisis communications support matters

Crisis management isn’t just about reacting; it’s about responding strategically. Having communications specialists on hand ensures that messages are clear, timely, and credible. Key ingredients for retaining trust when every second counts.

A company’s reputation is not just public perception; it underpins customer trust, stakeholder confidence and an organisation’s resilience when things go wrong.

Good reputation strengthens relationships with customers and staff, supports market position and even helps recruitment. Conversely, a damaged reputation can have tangible commercial consequences.

Research and industry reports repeatedly link reputation to revenue and long-term value. During a crisis, reputation can act like a shield or like a fault line that splits confidence and accelerates harm. When leaders delay, send mixed messages or fail to accept responsibility, the consequences often last far beyond the original incident.

By engaging with On The Pulse Media, businesses can…

• Deliver consistent, well-coordinated messaging across media, customers and stakeholders.
• Minimise reputational damage through careful response planning and recovery strategies.
• Benefit from proactive scenario planning, allowing teams to rehearse and refine responses before an issue even hits.
• Receive expert media training, ensuring spokespeople communicate confidently and transparently under pressure.

Our approach blends rapid response with long-term repair, helping businesses regain control, rebuild confidence, and re-establish their credibility in the eyes of the public.

How On The Pulse Media can help

At On The Pulse Media, we understand that no two crises are the same. That’s why our support is proactive and rooted in decades of experience across high-profile sectors including sport, travel, entertainment, charity and higher education.

Our team works directly with leaders to prepare and protect their organisations when it matters most…

• Crisis communication plans: Detailed playbooks for likely risk scenarios that reduce decision time and ensure consistent actions across the business.
• Statement and content drafting: Clear, accurate statements, press releases and social responses written with the right tone and legal awareness so messages do not inflame situations.
• Press liaison and narrative control: Active media management to present factual information, correct misunderstandings and protect your place in public debate. This reduces speculation and helps safeguard brand reputation.
• Ongoing strategic advice: Real-time counsel as situations evolve, helping you navigate from immediate containment to long-term recovery and reputation rebuilding.

Putting a price on reputation

Reputation can’t be bought, but it can be protected. In a world where public opinion moves faster than ever, the question isn’t whether your brand will face a reputational challenge, it’s how prepared you’ll be when it comes.

On The Pulse Media provides the clarity, experience, and specialist crisis communications expertise to help your organisation safeguard its future. When trust is on the line, we’ll help you steady the narrative, lead with confidence, and come out stronger on the other side.