Ask Michael Vick, Snooki, Penn State University or any teenager—reputation matters. And a bad reputation can kill a brand. In an online world, a brand’s reputation can turn sour in a matter of minutes. We can’t control the Internet—not yet, anyway—but we can manage it.
It can take roughly four months to build a house from the ground up, and building an effective reputation management program can be similar. Be patient. It’s a process. Your company or brand will get there, but you’ve got to build credibility, and that doesn’t happen overnight.
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