Reputation Rebound

February 07, 2009

Reputation Rebound

See full size imageAlthough I still have a lot to share re what we learned about managing online reputations, I thought I would  refer back to how Maple Leaf Foods’ fared since the listeriosis outbreak in August 2008 among their deli meats. The CEO of Maple Foods handled the crisis with aplomb and straightforwardness – CEO apology on air, recall of all meats, progress reports, Q&A, etc. I have covered the remarkable transparency on this blog several times. Therefore I was pleased to hear that Maple Leaf Foods’ reputation rebounded and risen even further than pre-crisis levels within five months. According to research from Leger Marketing and mentioned in the 2.2.09 issue of PRWeek, positive opinion of the company went as follows:





August 2008

January 2008

Good opinion




Bad opinion





For those caught up in the throes of crisis, take a deep look at how this was handled. Reputation can be restored quickly if the leadership does the right things.

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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.


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