Today’s guest post is written by Tom Gable.

Strategic PR programs obviously benefit from the power of social media and instant communications to help build image and reputation.

But if not approached with authenticity and supported with facts, organizations can suffer the electronic version of bands of angry villagers carrying torches, and storming the castle to right some wrong and kill the monster.

(But now they can do it globally to instantly trash reputations that aren’t protected by solid walls of reputation built on impenetrable foundations of trust.)

How do you develop a values-based, hype-free program to build long-term image and reputation amidst the cacophony of communications clutter and protect against future attacks?  (more…)