O marketing and the public relations play an important role in the management of reputation of an organization, but when it comes to responding to a serious threat it has to use other means to spread positive messages about its activity. As a general rule, when a credible source speaks for the organization, it can boost its reputation more effectively than its own marketing team could. Leveraging the support that already exists in the community - through blogs and interactive platforms, for example - is one method that can be used. Another is to get the organization's messages across through opinion makers recognized. Partnerships between the organization and NGOs can be important not only because of their credibility, but also because they can help create a network of contacts and recognition that help the organization tell its side of the story.

An organization concerned about what it sees as a negative image in the media can point to opinion leaders with facts that help clarify the issue and present information that supports its vision. A broader and more in-depth communication plan can be disseminated to the general public. This approach can be effective, but there are less obvious ways to generate impactInfluencing specific bloggers, using corporate blogs to start a dialog with clients or contacting defined audiences through professional forums and discussion platforms.

In this more complex environment of influence strategy, there is no one-size-fits-all approach that will work in all ever-changing situations. Companies need to initiate a multidisciplinary effort that can quickly identify reputation-related issues and deliver strategic and operational responses. An objective that requires the contribution of different departments and professionals within the organization, working towards a common goal.