1.
As a high-profile individual, your status means that others
are interested in you. A positive reputation can establish
credibility and trust with shareholders, the media and
customers.
A high-profile individual’s good name needs protection
just like any other asset. Yet in today’s instant information
digital world, it’s more vulnerable than ever and poses a
problem many aren’t equipped to deal with. It’s not only
their business that can be faced with reputational damage,
but their all-important name too. Reputation has always
been a cornerstone for high profile individuals. In the
past this was largely reliant on word-of-mouth and one’s
network. However, in today’s digital age these factors have
been replaced by mainstream media, blogs, social media,
REPUTATION:
YOUR MOST PRECIOUS ASSET
SUMMARY:
Online Reputation Management and the Impact on High-Profile Individuals
of internet users see online
search as the most trusted
source of information about
individuals and companies.
65%
regulatory announcements, and many other uncontrollable
content vehicles that are available online.
A reputation attack now has an instant global audience
and can decimate a previously respected name and
reputation overnight. While we have all been taught not to
believe everything that we read, it would be foolhardy to
underestimate the role of the internet on public perception.
Many high-profile individuals have devoted time and
resources to developing their brands online, investing
millions into advertisements, sponsorships and promoting
their profile globally. However, all too often such individuals
neglect to apply the same resources to safeguarding their
online reputation and privacy, which leaves them vulnerable
and ill-prepared to deal with a crisis.

2.
IMPACT:
Reputational Damage for a High-Profile Individual
Damage to Personal Brand
Your personal brand is a hard-won commodity and in
business it is your most valuable asset. A damaged
personal brand can hold you back from new opportunities,
clients, deals and prospects. Many parties will feel it’s a
risk to collaborate, trade or deal with an individual with a
damaged reputation and have real concern of being “guilty
by association”.
Overexposure
Typically, a high-profile individual is the weakest link in
cyber-security because they are most visible to the outside
world, making them ideal for targeted attacks. High-profile
individuals often surrender ostensibly innocuous personal
information online, such as their address, DOB and next
of kin. In the wrong hands this information can be open to
exploitation and used to gain further insights. Such data
in the past has been used to hack high-profile individuals
which has led to severe data breaches and sensitive
content exposure, decimating their reputation. It also
poses a real risk to personal safety; private and personal
data can be stolen with much more sinister intentions,
including home invasions and kidnapping.
The level of impact of a damaged reputation on a
high-profile individual can be debated, scrutinised and
questioned. However, it can’t be denied; it poses a real risk
and shouldn’t be dismissed.
There are multiple consequences of a reputational crisis
for a high-profile individual.
Loss of Income
An online reputation event can take multiple forms,
whether it’s a poorly worded statement going viral, an
unfortunate association made public, or an unfair and
inaccurate article featuring prominently in the search
results. Whatever the issue is, the damage can have far-
reaching and long-lasting consequences for a high-profile
individual.
Trust
Trust is more important than ever, especially when it
comes to relationships with clients, partners, employees
and all stakeholders in your business. Trust is a
strategically critical issue in any type of relationship
because a relationship without trust is not really a
relationship at all. Trust is a virtue and once that trust is
broken it’s almost impossible to repair.
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The importance of a positive online reputation cannot be underestimated.
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