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Article 13 Jul 2021

How to reverse or mitigate reputation crises in digital communication ecosystems

In the third and penultimate article of the “Resilience” series, we address the challenge of tackling reputation crises in a high pressure, high transparency, and visceral n environment. of maximum pressure, transparency and viscerality inThis is a guide to navigating the intense public communication standards that characterizes our post-digital societyies.

And we will do this from theOur goal is to foster a resilient attitude forof brands where  thatthey can face reality without falling into resignation or victimhood., From there they can seeking how to maximize their opportunities in complex contexts, andcontexts and harnessing the resources technology offers to improve their position. This is the attitude needed to overcome the reputational challenges of our timeschallenges companies face maintaining their reputations in these times.

We find ourselves in this time of truth whereCurrently companies face risks to their reputation during reputational risks materialize in the form of crisis communication. When an event takes place that tests the conduct of a brand, which is consumers look to see if it uphoelds to the value and expectations of its stakeholders and the collective values consumers hold. The brand becomes  its reputation, subject to judgement in the form ofas consumers shared beliefsshare their beliefs through various  different social communication platforms.

We have seen in previous articles that the best way to address this type orime of crisis is by anticipating and preparing for the reputational riskspotential risks to the company’s reputation involved. . Having already identified, evaluated, and assessed both their impact and probability, the company is ready to act to mitigate their effects. And, havingWith proper planninged and testinged the possible scenarios, you can prepareing the most effective responses to mitigate, avoid, and reverse their negative effects.

However, oOnce the crisis actually hits, everything is at stake, for better or for worse.


Iván Pino
Partner and Senior Director of Crisis and Risks at LLYC
Journalist with a degree in Information Sciences from the UCM. He holds a Master's Degree in Sustainability and Corporate Responsibility from UNED-UJI and has more than 20 years of experience in Communications and Reputation. He managed communications of the port authorities of Ferrol-San Cibrao and A Coruña. He has advised reputational risk management to companies such as Inditex, Mercadona, Repsol or CaixaBank, among other large companies and institutions. His specialty is focused in communication and digital marketing. Iván is co-author of "Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0" (2009, Gestión 2000) and editor of the first ebook in Spanish on social media communication: Tu Plan de Comunicación en Internet. Step by Step (2008). Teaching and providing lectures is also a part of his job. He has taught in the Customer Experience Management Executive Program at IE Business School, and in Corporate Communication Masters at Universidad Carlos III, Universidad Complutense de Madrid and Universidad de Cantabria.
Luis González
Senior Director of Legal Issues area
With over 20 years of professional experience, Gonzalez is an expert in crisis communications, restructurings, insolvencies and media relations; with specializations in the infrastructure, real estate, food, health and industrial sectors. Previously, he was a director for LLYC's operations in Chile (2014-2016) and Portugal (2012). Before joining the company, he was an editor at Diario Médico, editor-in-chief of local TV channels Teletoledo and TV Guadalajara, and press officer and director of expansion for Tactics Europe, an advertising agency. He is a journalist with a degree in information sciences from the Complutense University of Madrid and is a visiting professor for various strategic communications master’s degree courses.
Luis Martín
Director of Deep Digital Business in LLYC
He holds a double degree in Journalism and Audiovisual Communication from the University San Pablo CEU (Madrid) and has an MBA in Communication Companies Management from IESE/ The University of Navarra. For more than 16 years he has developed his career in the COPE Group where he was the Deputy Director of News and Director of the Digital Area. At CDO, he specialized in the creation and editing of content through new formats and technologies in many digital channels, just like in the development and application of distribution strategies. At LLYC, he has managed clients such as Amazon, Repsol, Calidad Pascual, Unicaja o Enagas. 

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