More than Media Coverage: The Reputation-Building Tactics You’re Probably Overlooking

June 1, 2026

Whether navigating a crisis or positioning yourself as a trusted and credible thought leader, one thing remains true: reputation is everything. So how do leaders ensure their organization’s reputation remains intact when the unexpected happens? And how can they proactively build a positive public image that not only survives but thrives?

Just like there’s no better time to prepare for a crisis than before you’re actively in one, the best time to work on your reputation is when you don’t need to rebuild it. We oftentimes help businesses and organizations, like yours, do just that.

When it Rains, It Pours. Be Ready Before the Storm.

Organizations that weather crises well rarely do so by chance. They do it because they’re intentional about asking hard questions, identifying challenges and collaboratively aligning on how they will proceed long before anything goes south. The most effective crisis planning uncovers potential vulnerabilities through honest scenario mining, establishing a spokesperson and developing messaging, both internally and externally, that can be adapted and deployed quickly, when needed, and without sacrificing accuracy, credibility or tone.

In addition to this, ensuring a designated spokesperson has undergone media training before they’re sitting across from a journalist can make all the difference in how a story is told and perceived. Being cognizant of different reporter interview styles and capable of interacting with reporters calmy and effectively will equip spokespersons with the tools they need to ace the interview.

Create Visibility That Actually Means Something

Thought leadership is still one of the most overlooked PR strategies – and oftentimes – misunderstood. Many people hear the term and immediately think of bylined articles and contributed content, and they aren’t wrong. Those are powerful ways (and ones we frequently deploy!) to shape perspectives and influence decisions, especially in today’s AI-driven landscape, where these tools are actively pulling information from op-eds and expert commentary.

But not all thought leadership lives on a page. Speaking engagements – think industry panels, conference keynotes or breakout sessions, podcast appearances, webinars or other industry forums – give spokespeople direct access to audiences that traditional media coverage doesn’t always reach. On top of that, these opportunities put a name and face to the expertise, building credibility and trust in real time. But the value of these opportunities is lost if they are pursued reactively without being appropriately vetted for relevance, fit and alignment with the organization’s primary goals.

For senior leaders, these engagements typically require a significant investment of time, resources and preparation, but the lifespan of these opportunities shouldn’t end when the audience leaves the room. Amplifying the appearance through proactive media outreach, social media exposure as well as other written content is the key to taking this one-time moment and turning it into a conversation that continues well beyond the event itself.

Build It Before You Need It

Reputation is built intentionally and strengthened through preparation and the right strategy. Organizations that invest in both crisis readiness and proactive reputation building are designing a framework that can withstand scrutiny and amplify visibility. In a time where trust is hard-won and quickly lost, intentional reputation management isn’t a nice-to-have, it’s your competitive advantage.

This piece was authored by Impact PR & Communications’ Senior Vice President, Kristin Delia.