The value of a good reputation cannot be under-estimated. Once damaged it can take years to re-build and the consequences can be enormous.
A good reputation is particularly important for those in the education sector, who need to attract pupils, high quality staff, potential investors, joint-venture partners, have working relationships with a range of organisations and work with their local communities. A damaged reputation can impact on all of these. Critically important is maintaining the trust and confidence of parents.
Damage can be inflicted by a range of sources from the behaviour of pupils and staff through to incidents on school trips or breaches of legal procedures. It should not be forgotten that the education sector is also always under the political spotlight.
Action can, and should, be taken.
Understand your starting position – gain a clear appreciation of what your current reputation is and where the 'weak spots' are. You can only design an action plan based on information and data.
Be prepared – put a crisis plan in place for when an incident occurs and ensure that spokespersons are fully media trained. The crisis plan should build on the organisation's collective memory and expertise. Consider communications as part of your risk assessment.
Proactive engagement – engage across the political spectrum and develop a network of stakeholder contacts. These will help provide insight and information which can help you make informed decisions about your organisation and should be fed into your risk assessment. Proactive engagement will also provide a network of 'friends and allies' should anything go wrong.
Keep people informed – good reputation management should focus on keeping people informed, whether that be parents, pupils, the wider community or the media. Too often it is rumour and scaremongering that causes the reputation damage and this can be counteracted through carefully considered communication.
Take advice – as soon as you think there may be a problem then be prepared to bring in help. This needs to be done quickly so that action can be taken. This advice should include legal and communication/support and will help to limit damage. It should also encompass the wider regulatory and other potential impacts on the school.
Reputation protection is complex but actions can be taken and processes put in place. Reputation is so important that any organisation not putting it at the very heart of their operations risks significant fall out.
Case study – BDB worked with a leading independent school advising on how to handle a complaint made about a teacher. This involved helping the school engage with parents, drafting an appropriate letter and putting in place a crisis communications procedure. This advice was given against the backdrop of police involvement.
Case study – an education charity approached BDB to help them with allegations being made about the history and background of a member of staff. BDB helped the charity to deal with a flood of media enquiries and queries from worried parents, and also advised on how to handle relations with the member of staff. BDB also helped the charity manage some of its key stakeholders which included funders of their service.
Case study – BDB also advised recently on a high profile case involving a religious charity. This work brought together legal advice with communications actions to protect the charity's reputation across the media and in political and Parliamentary circles. The actions taken have left the charity in a better position to argue its legal case.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
