Are External Forces Impacting Your Company’s Reputation?

I was recently bamboozled; I’m a little ashamed to admit it because I think of myself as a smart, educated, savvy consumer. Ultimately, it was a lesson in reputation management – mainly that you are not always in control of your reputation.


First Lesson: I purchased something from a Facebook ad.  It used the logo and images of a popular, high-end shoe line.  But the prices were about 80% less!  Sounds too good to be true, doesn’t it?  I thought so too but assumed they were perhaps unloading “last season’s designs.”  I bought two (because, of course, shipping was free with the purchase of two or more.)

You can probably guess the outcome.  It was a company from China; it took 5-6 weeks to get to me; and then the product was not even close to what I thought I bought. Shoes, yes; brand name, no way.  After multiple attempts to get a refund and/or return the merchandise (with no response), I quickly reported this to my credit card company and was told this company was known to be fraudulent and they immediately reversed the charge.

I also contacted the brand of shoes I thought I was purchasing to let them know someone had stolen their logo, their images, etc. and was selling product based on their reputation.  Believe it or not, they were already aware and were taking legal action (costly!)

Second Lesson: I subscribed to a service that promised I would be added to advisory boards for start-up companies.  Though no revenue was guaranteed, they did promise each company would hold quarterly briefings with their advisors and these relationships could turn into paying jobs. To make a long story short, none of the companies I chose ever held a briefing.  I was encouraged to choose three more companies…with the same result.  (I now question if these companies even exist.) When I asked for a refund, they replied they don’t give refunds.  A quick check of their online reviews and Better Business Bureau complaints revealed what I wish I’d known before paying them.  They do nothing!  

So, as my experience is in PR, I threatened them with the power of my pen (and formal complaints with the BBB) and gave them 24 hours to issue a full refund.  Lo and behold, the money was credited back the following day. [I promised not to expose them publicly, but if you’re interested, message me.]

You might say, “Everyone knows this happens, Captain Obvious.”  So, why do I tell this sad (and embarrassing) story?

A lot of time and money is spent on building your company reputation. And it can be destroyed in the blink of an eye.  Either by something you and your company do (product quality, broken promises, scandal) or by someone posing as you.  The first is 100% under your control; the second is less so.  

Either way, you need to constantly monitor your reputation.  Are reviews hurting your sales?  Is another company posing as you and damaging your reputation?  Some damage is easier to repair than others – are you even aware of your public image?

Who has an example of another company impacting your company’s reputation?  Share it with me below.