The New Mindset of Reputation Management

In Critical Moments, corporate communications expert Bill Coletti reveals how you can build reputational excellence through meeting the needs and expectations of the public. He takes you step-by-step through his Four A’s—Awareness, Assessment, Authority, and Action—that will help you develop your company’s situational understanding, research agenda, operational risks, and action plan to recover and grow your reputation.


A company owns its brand; the public owns its reputation. The words of communities, customers, and critics can help or harm your business’s standing with the public. While not all crises can be avoided, your company’s reputation can be managed with an empowering, strategic framework designed to proactively maintain your image before disaster occurs. 

Missed customer expectations can seriously damage a company. Bill Coletti provides a logical management framework for the least manageable aspects of today’s corporations.

About the author.

Bill Coletti is a crisis communications and reputation management expert, with more than twenty-five years of experience managing high-stakes crises, issues management, and media relations challenges for Fortune 500 companies and global political campaigns. He is the founder of Kith: a crisis communications and reputation management firm that is at its best when working with established corporations that feel disrupted in the age of disruption.

Bill previously global co-led the Global Risk Management and Crisis Communications Practice for Hill+Knowlton Strategies and has provided senior counsel in crisis management, corporate communications, and reputation defense to clients including AT&T, Cargill, The College Board, Target Corporation, American Airlines, The Home Depot, American Express, and Xerox, as well as major universities and NGOs.

He lives in Austin, Texas, and is a sailor, cyclist and yoga enthusiast.

I’ve had the opportunity to work side-by- side with Bill during high stakes crisis of all stripes. I can say unequivocally, if you’re in a fox hole you will want Bill by your side.

Dan Bartlett

Executive Vice President, Corporate Affairs Walmart

For any organization today, reputation has never been more critical or less stable. Bill Coletti offers deep experience and plain-spoken wisdom that will help you understand the stakes, navigate the challenges, and make smart decisions while everyone is watching.

John McGrath

Senior Vice President, Communications & Marketing, The College Board

Crisis hits you when you least expect it. Bill’s years of experience and calming disposition truly helped us through a crisis and his thought process on reputation management is second to none. I would highly recommend Critical Moments to CEOs.

John Keating

President Business Operations and Supply Chain Protein Enterprise, Cargill

In a crisis you want a battle-tested veteran. And you want someone like Bill Coletti who can not only put out the immediate fire, but help ensure there is no long-term damage to a firm or individual’s reputation. Coletti learned it all the hard way, in the trenches. You can learn all the easy way by picking up Critical Moments.

Mark McKinnon

Creator and co-host of Showtime’s The Circus, and former media advisor to George W. Bush and John McCain

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