You can think about reputation crises in a couple of major categories:
1) people think ill of you for the wrong reasons
2) people think ill of you for the right reasons
Number one can be and often is very serious. Bad press. Competitor or activists attacks based on lies or mistruth. Maybe even a bad mistake in which people determine wrongly that it reveals your true character (a series of unfortunate accidents could leave such an impression). But category one is usually quite fixable even though it can be very tough. You can vigorously correct the misinformation. You can show the situation is more complex than it appears. You can apologize for the mistake and work to fix it.
But number two is almost impossible to fix. That’s when the crisis is about an event or incident that is not fundamentally false or misunderstood, but accurately reveals true character. I would argue that Paula Dean’s racist comments revealed in court showed more of the true Paula than was good for her reputation. Similarly, Tiger Woods’ philandering and unfamily life was revealing of his character that seems to be made more obvious by his clearly unpleasant character revealed every time he steps onto the course and doesn’t win.
We have two more such cases in Clive Bundy and Don Sterling it seems. Bill Boyd pretty much nails it I think (though I disagree with his comment that puts Phil Robertson in the same camp).
I’m presenting tomorrow to the Global Energy Crisis Communications Summit in London, via video and follow up discussion. My video is on reputation risk and crisis management–specifically how to build it into your corporate culture. Unsurprisingly to frequent readers here, I focus on the integrity and character of the leaders. Even suggesting that if it is not there, if the lack of character is evident in prevention and preparations (or lack of them), then it will certainly be evident in response and you may be better off finding different employment.
Similarly, if you got the PR job for Bundy or Sterling, what would you do? It seems their problems stem from fundamental character issues that are only revealed in what they said. Can a tiger change his stripes? Pretty dang hard. Best is to quietly go away–and best for a PR person to quietly go away as well.