The Best Defense in Public Relations Is a Good Offense: Why Reputation Management Starts Before the Crisis
When most brands come to us about reputation management or to quell a crisis, the story is already public. Something has gone wrong, and the scramble begins—executives are in panic mode, social feeds are filling up, and everyone wants to know how to make it stop. But reputation management doesn’t start when the damage is visible. The best defense is a strong offense, ideally one built long before a crisis hits.
Own your story before someone owns it for you
A proactive strategy means telling your story before someone else does. Show up consistently across every channel your audience uses: from traditional media like print, TV, and radio to digital spaces like online publications, social media, and now, generative engines such as ChatGPT, Perplexity, and Claude. These tools shape perception by surfacing what’s said about your brand in response to everyday questions. Someone might ask, “What are the best restaurants in Chicago?” or, just as easily, “What places should I avoid?” The same dynamic applies to hotels, hospitals, tech companies, and financial firms. If your brand isn’t proactively building its presence, you risk others—or algorithms—defining it for you.
That’s why an offensive PR approach is so essential. Planting accurate, positive, third-party content that publicizes the best version of your brand helps shape public perception before you need to defend it. It builds brand equity, which is the kind of trust, credibility, and goodwill that act as a buffer when tough moments arrive. Every brand will face a “down day.” The difference between brands that weather the storm and those that don’t often comes down to preparation and visibility.
A proactive public relations plan—going on offense—is explosive but it isn’t enough
Ultimately, brands need both offense and defense. You’ve heard the phrase “defense wins championships” before—it’s attributed to famous Alabama Crimson Tide Head Football Coach Paul “Bear” Bryant. But the full quote is “Offense sells tickets, but defense wins championships.”
Clients who are in no crisis turn to us for the “sell ticket” side of the equation. But the clients who are looking to “win championships” take a holistic view of their brand and how to communicate and protect it.
Get a 360-degree view of where your brand stands
At Bear Icebox Communications, our Reputation Management Audits help companies gain a comprehensive view. This 360-degree view of a brand includes where a brand appears, where it doesn’t, and what potential threats exist. We identify internal risks, external vulnerabilities, and opportunities to strengthen your message. Reputation management should never be a reactive exercise. It needs to be a proactive, ongoing strategy. The best defense for your brand will always be a smart, steady offense.
Let’s make sure your brand both sells tickets and sustains a championship-winning public relations formula for years to come.