Our CEO client had been arrested and convicted of charges related to an addiction, resulting in significant media coverage that was undermining his ability to raise funds and close deals. We were retained to work on this negative coverage, but our work ultimately remodeled his public reputation into a far better position than ever before. Here’s how we did it:
- We reviewed old coverage, looking for inaccurate material or material that had been modified since the stories were written. Working with legal counsel, we demanded removals and corrections, reshaping significant parts of the narrative in key publications.
- We built a new series of controllable assets, including a website, social channels, video, and other elements to more fully and fairly tell the story of his career and philanthropy.
- We advised and created a plan to make him a “subject matter expert” for media in his field of professional expertise. We helped him build a small broadcast booth at home, and he was picked up as a regular contributor on a major cable network. This generated dozens of high authority, high ranking links.
- Based on our client’s interest in “giving back,” we helped him form a foundation based on his addiction and fall, and the authenticity of his work in this area almost completely discredited past negative reporting.
Outcome
Our client successfully restaged his career, is busier than ever, and has a significant public profile as an expert in his field.
*Certain details are withheld or changed to protect the confidentiality of our clients, without altering the key steps or outcome significantly. Outcomes are highly specific to individual circumstances.
