Author: Owen Miles, VP Solutions Engineering EMEA at Restrata
Author Bio: Owen Miles brings 20+ years of experience in operational resilience and has been instrumental in helping 800+ companies implement and realise the value of resilience solutions.
Blog Series: ‘Miles to Go’ – Exploring the foundations of resilience & continuity
#20 – Resilience for Remote and Hybrid Teams
Date: 22 Jan 2026
Resilience in Reputation Management
Resilience isn’t just about protecting operations – it’s about protecting trust. And in a crisis, trust is fragile.
I’ve seen organisations respond quickly and effectively to disruption, only to suffer reputational damage because their communication was slow, unclear, or inconsistent.
I’ve also seen others recover operationally but lose customer confidence, partner loyalty, or media credibility because they didn’t manage the narrative.
The most resilient organisations I’ve worked with treat reputation as part of the response, not an afterthought.
1. Response Is Judged Publicly
Customers, partners, regulators, and the media don’t just watch what you do – they watch how you do it. A well-managed crisis can build credibility. A poorly managed one can erode it overnight.
I’ve seen organisations lose years of goodwill because they delayed messaging, avoided transparency, or failed to show leadership. And I’ve seen others strengthen their reputation by communicating early, clearly, and empathetically – even when the situation was tough.
2. Silence Creates Risk
In a crisis, silence isn’t neutral – it’s dangerous. When official channels go quiet, speculation fills the gap. Rumours spread. Assumptions take hold. And the longer the silence, the harder it becomes to regain control of the narrative.
Resilient organisations communicate proactively. They share what they know, acknowledge what they don’t, and commit to updates. They don’t wait for perfect clarity – they lead with honesty.
3. Reputation Planning Is Part of Continuity
I’ve reviewed continuity plans that cover systems, sites, and staff – but say nothing about stakeholders. No media strategy. No customer messaging. No executive communication protocol.
That’s a gap. Because when disruption hits, reputation is on the line. The most resilient plans include:
- Pre-approved holding statements
- Defined spokespersons
- Escalation paths for reputational risk
- Coordination between legal, comms, and leadership
4. Recovery Is Also Reputation Work
The crisis may end – but the story continues. How you follow up matters. Do you share lessons learned? Do you thank stakeholders for their patience? Do you show what’s changed?
I’ve seen organisations rebuild trust by being transparent about what went wrong and what they’re doing to improve. That vulnerability becomes strength. It shows maturity, accountability, and commitment.
Because resilience isn’t just about bouncing back. It’s about bouncing forward, with your reputation intact.
Call to Action: Review your continuity plan. Does it include reputation management? If not, start building the messaging, roles, and protocols that protect trust when it matters most.
Next week: We’ll explore why resilience doesn’t stop at your front door – and how third-party dependencies can quietly shape your ability to respond, recover, and protect what matters.