Reputation Management: Effective Protection Mechanisms, Reputation-image Dichotomy, and the Transition from “Seeming” to “Being.”

Reputation is one of the most valuable assets of any organization or person. However, it is also very fragile. The impact of negative information and the consequences of an unsuccessful response to a crisis can devastate the reputation of Ukrainian leaders and their organizations. In this regard, the issues of reputation protection and effective response to crises are becoming increasingly important. 

The Aspen Institute Kyiv talked with experts working in reputation-making and protection for the Aspen community, including active alums. The event’s speakers were Serhiy Gaidai, Political Strategist; Yaryna Kliuchkovska, Strategic Communications Consultant; and Tetiana Ognevyuk, Attorney and Chairman of the Board of the Dobrosud Legal Association.

In this text, the Institute’s team shares the main ideas and insights of the conversation. 

Culture as a source of reputation building at the personal level

• The Institute of Reputation is primarily a cultural issue. Two cultures with different attitudes towards reputation have emerged in Ukraine: “the culture of power” and “the culture of civil society.” 
• The ruling class, which shapes the culture of power, treats reputation so that it cannot affect one’s career.
• In situations where reputation can still change the established order, the ruling class has created a system of shadow state, a system of double standards that skillfully hides behind a “showcase.” In other words, there is one thing in the window, but it is something completely different behind the scenes.

The civil society-ruling class dichotomy

• In the shadow zone, there is a different understanding of reputation than the one demonstrated outside. In this context, making the shadow zone (or any other zone) accessible from the “influence of reputational mechanisms” is impossible.
• Civil society can use pressure to influence the showcase and what is happening behind the scenes. One example of the subjectivity of civil society is the “revolution on granite,” when students achieved their goal and forced the resignation of Vitaliy Masol, the head of the Council of Ministers of the Ukrainian SSR.

Building a reputation in the context of ensuring lasting trust  

• Trust and reputation are vital to building long-term relationships. However, reputation and confidence are critical factors in gaining short-term advantages.
• For those who are committed to the “long game,” it is impossible to get by with a single “showcase”; a potential partner will surely try to find out what is going on behind the scenes. 
• Keeping one event in focus for a short time is only possible. But we cannot say that all scandals are forgotten. But people can remember these issues under the right conditions.
• When making a reputation, it is necessary to consider what tasks it is supposed to perform, understand its relevance to the functions, and consider the audience’s expectations to avoid creating a “bubble” by stirring up excessive expectations.
• To make a strong reputation and turn it into adequate capital, any public figure needs to “be, not just look like.”

The legal dimension of reputation protection

• Sometimes, people need more time and money to protect their reputations. However, they are only occasionally ready to publicize it.
• There are judicial and extrajudicial ways to protect their reputation. A lawyer may file a claim with the offender to refute the false information. Another way is to give the client the right to respond. Politicians often use this method. If none of these options work, asserting your rights is worth going to court, especially if your reputation has been significantly damaged.
• There are many nuances in resolving defamation disputes (disputes related to protecting reputation), even at the filing stage. First of all, you need to understand the defendant’s position clearly. After all, even if the information is deliberately false and inaccurate, it may be presented as a value judgment that cannot be refuted.
• Protecting interests in the context of lawsuits against online sources is a great challenge, as it is only sometimes possible to identify the material’s author or even the media platform’s owner. 

Investing in reputation, building a positive image, and protecting against negative information are essential to a successful strategy. Reputation management is becoming an increasingly necessary skill, especially in today’s realities when an incorrect response to a crisis can be even more devastating than the crisis itself.