Last week Chartis launched ReputationGuard, the newest sign that reputation management is becoming big business. ReputationGuard is an insurance policy that provides “cutting-edge coverage against publicity that puts reputation and brand image at stake.” Specifically, “executive scandals, questions about product safety, data breaches, litigation and other negative publicity that can become front page news and quickly impact reputation or brands.”
ReputationGuard gives policyholders access to a panel from PR firms Burson-Marsteller and Porter Novelli, which will provide strategic guidance and implementation support on critical issues when needed.
Last spring, Burson-Marsteller suffered a reputation issue when it was accused of attempting to instigate a smear campaign on behalf of its client, Facebook, against Google. (I blogged about the incident in May.) Chartis has its own experience with crisis management, having been part of AIG during that conglomerate’s meltdown. (Chartis renamed itself to distance itself from AIG, an effective tactic.)
The entrance of both firms into the reputation management industry after rebounding from their own crises can only enrich the field. Welcome.
