Someone takes a ten-second clip from your client's webinar. They rearrange the words, slow the footage at an unflattering moment, and post it with a caption that says the opposite of what your client actually meant. By morning it has ten thousand views and a comment section full of people who have never met your client and are now certain they know exactly who they are.
This is not a hypothetical. It is a documented pattern — and it is becoming part of the standard risk landscape for executives, founders, and thought leaders. In this episode, Karen Swim, APR, and Michelle Kane talk through what PR professionals need to be doing right now to protect clients from manipulated media and online reputation attacks: owning the narrative before someone else does, building a presence that creates a baseline of trust, having a crisis plan in place before it is needed, and why executives who stay silent are actually more vulnerable, not less.
The through-line: a little paranoia goes a long way. But paranoia without a plan goes nowhere. The practitioners who will serve clients best in this environment are the ones who treat reputation management as a proactive, ongoing discipline — not a fire drill.
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