The Name of the Game
Note that, unlike Crisis Management, which reacts to events, Reputation Management is pre-emptive and activist at all times, penetrating national media on a continuing basis to influence public and political perceptions of the client. It stinks but it's necessary. It is rarely used by individuals, however rich.
So Very Helpful
So What Were They Doing
From Small Seeds...
"We helped the McCann family [the parents]deal with the media storm which surrounded them on their return from Portugal in September 2007. From scratch, we created a comprehensive media handling package within six hours which enabled us to handle 850 media calls in the first week. By giving journalists positive stories to report, coverage turned from hostility to the McCanns to sympathy about their ordeal. This campaign won the crisis communication category at the 2008 CIPR awards."