Reputation and Credibility. Mistakes in… Mistake Management

The core value and ultimate purpose of the image policies is Credibility. Unfortunately, nothing is more mysterious in the public communication field than the subject's credibility. The credibility formula is the “cornerstone” of Public Relations and if it were a scientific formula we would teach it in schools. Should someone discover this formula he/she would master the world or at least would control his/her own life horizon. For starters, two things must be said regarding credibility. First of all, it is an excellent strategic reserve for possible image crisis; in other words, credibility represents a sort of “save money for a rainy day”. Second of all, it is never gained once and for all, we cannot anchor it on solid ground; its world resembles the moving sands. If we represent a player in the public arena, it is a crime not to have a damage limitation strategy that is a mistake management strategy. Mistakes can be made in any field of activity but its management implies the same elements. When a mistake is acknowledged, the first steps must be taken towards its management. We shall see that this may lead us to a credibility gain.