is the title of an article in The McKinsey Quarterly – Strategy in Practice. It deals mainly with the important issues corporations need to be dealing with in today’s difficult environment when it comes to their reputation, there are important insights and lessons to be learned, relevant to DMOs who are not dealing with a crisis situation or bad reputation for themselves or the destination they represent. The article contains useful information on how to deal with different constituencies and stakeholders to gain their trust and support. These are key issues for DMOs when it comes to funding and sometimes even justifying their very reason for existing.
The importance of using the right tools available in today’s change media world effectively to attain key objectives is outlined as well. Today’s reputation management environment is very different from that only a few years ago and requires appropriate action to be effective. This is a primer on how to navigate the waters whether they are stormy or calm.