Reputation Repair Campaign
A strategic communications program designed to restore public trust following a reputation crisis.
Definition
Reputation repair campaigns address damage through sustained positive messaging, stakeholder engagement, and demonstrated behavioral change. Unlike crisis response, repair focuses on long-term trust rebuilding.
Effective repair requires acknowledging past issues while pivoting to positive narratives. Campaigns typically span 12-24 months with measurable milestones.
Why It Matters
Reputation damage has quantifiable business impact through lost customers, decreased stock value, and talent recruitment challenges. Structured repair programs accelerate recovery and demonstrate organizational commitment to improvement.
Stakeholders evaluate sincerity through actions, not just words—repair campaigns must include substantive operational changes.
Examples in Practice
After a data breach, a technology company launched a transparency initiative including regular security audits and customer notification improvements. Reputation metrics recovered to pre-crisis levels within 18 months.
A restaurant chain facing food safety concerns implemented visible kitchen improvements and third-party certifications as part of its repair campaign.