Reputation Recovery After a Crisis | SocialMedia-Crisis.com

Brief overview

Communication work does not automatically end when public attention subsides. Posts, comments, media coverage, search results and reviews can remain visible for some time. At the same time, employees, customers, partners and other stakeholder groups often need clarity on how a company is positioning itself after a crisis.

SocialMedia-Crisis.com supports companies, municipalities and organisations in the structured rebuilding of their communication and reputation.

Kerstin Erber, M.A., and team analyse the crisis timeline to date, document open issues, develop suitable communication measures and support the development of robust processes for future situations.

The services at this stage include, in particular:

Navigate Recovery for stabilisation and rebuilding
Navigate Digital Clean Up for communication-led remediation of digital traces
Navigate Insights for analysis and lessons learned
Navigate Guard for ongoing support, monitoring and priority availability

The rebuilding process depends on the starting situation, target groups and existing public perception. A specific reputational, media, search engine or business outcome cannot be guaranteed.

Services at a glance

Services at a glance
Service	Task
Navigate Recovery	Stabilising communication and gradually rebuilding trust and reputation
Navigate Digital Clean Up	Analysing and addressing problematic digital content from a communications perspective
Navigate Insights	Evaluating the crisis timeline and developing concrete improvement measures
Navigate Guard	Ongoing support, monitoring and fast response capability after a crisis
Reputation management	Developing a long-term communication and positioning strategy
Stakeholder communication	Informing and regaining relevant internal and external stakeholder groups
Monitoring	Observing relevant digital developments within the agreed scope
Prevention	Applying the findings gained to crisis plans, processes and training
Contact	Kerstin Erber, M.A., and team

Navigate Recovery – stabilisation and rebuilding

Navigate Recovery supports companies and organisations after the acute phase of a crisis. The aim is to stabilise communication, provide clarity and gradually rebuild lost trust.

This involves assessing which topics remain publicly visible, which questions remain unanswered and which stakeholder groups should be addressed specifically.

Depending on the brief, Navigate Recovery covers:

analysing public perception after the crisis
assessing remaining reputational risks
developing a strategy for communication-led rebuilding
defining realistic communication goals
developing key messages for the post-crisis period
preparing positive and credible communication measures
building a long-term content and communication strategy
aligning communication with management and internal officers
communicating with employees, customers, partners and other stakeholder groups
supporting long-term positioning
ongoing monitoring of relevant developments

Rebuilding trust credibly

Trust is not created through a single statement or campaign alone. Rebuilding it requires verifiable communication, suitable measures and conduct that matches what has been communicated.

The following is therefore clarified first:

Which causes and effects of the crisis need to be addressed?
Which questions remain open among the relevant target groups?
Which expectations were disappointed?
Which changes can be communicated credibly?
Which measures have already been implemented?
Which statements are verifiable and sustainable in the long term?
Which topics should be actively addressed?
For which topics is communicative restraint advisable?

Communication is based on concrete measures and confirmed information. Unsubstantiated promises and artificially positive portrayals can place additional strain on trust.

Navigate Digital Clean Up – addressing digital traces

Digital content often remains visible longer than the actual crisis. Search results, media coverage, comments, reviews, screenshots and shared posts can continue to influence perceptions of a company.

Navigate Digital Clean Up covers the analysis of these digital traces and the coordinated preparation of suitable measures.

Depending on the brief, this includes:

identifying problematic content that remains visible
analysing relevant search results, posts, comments and reviews
documenting sources, links and visible publication details
identifying suspected fake accounts or coordinated activity
distinguishing between criticism, factual claims, opinions and possible rights violations
prioritising particularly relevant or high-reach content
preparing responses and clarifications from a communications perspective
supporting agreed reporting and removal processes
coordinating with platforms, legal representatives and other parties involved
follow-up monitoring
documenting the measures taken

Removal of digital content

SocialMedia-Crisis.com can document and assess problematic content and provide communication support for agreed reporting or removal processes.

Whether content is unlawful and whether legal claims for removal, injunction, correction or disclosure exist is assessed by the instructed legal representation.

Decisions on removing, blocking, downranking or delisting content are made by platforms, search engines, media or the relevant bodies. Complete removal or deletion cannot therefore be guaranteed.

Fake accounts and anonymous attacks

Publicly visible characteristics can provide indications of fake accounts or coordinated activity. Such observations are documented as indications or suspicions.

Actual identification of individuals or those responsible is not carried out based solely on publicly visible profiles. Any required legal or technical investigation is carried out by the responsible specialists and bodies.

Navigate Insights – learning from the crisis

Navigate Insights provides a structured evaluation of a concluded or stabilised crisis.

Together with those involved, an analysis is carried out to establish which decisions worked well, where delays arose and which processes should be improved.

The analysis can include:

a chronological evaluation of the crisis timeline
comparing the starting situation, decisions and outcomes
analysing internal information channels
assessing decision-making and sign-off processes
analysing collaboration between management, communications and other parties involved
reviewing statements, FAQs and communication measures used
evaluating social media and media reactions
identifying organisational and communication weaknesses
recording measures that worked well
developing concrete recommendations
updating existing crisis plans
building additional prevention measures
preparing further training and simulations

Lessons learned

The evaluation is not aimed at retrospectively holding individuals responsible. It is intended to show clearly which structures, information and decisions influenced the course of events.

The findings gained can lead to, among other things:

updated crisis scenarios
clearer roles and responsibilities
revised sign-off structures
updated communication guidelines
prepared statements and templates
improved internal information channels
additional training and crisis simulations
defined risk indicators for future monitoring

Navigate Guard – ongoing support after a crisis

Public attention often remains heightened after a crisis. Minor incidents, new comments or poorly worded publications can trigger major reactions again.

Navigate Guard offers companies and organisations ongoing communication support after a crisis.

Depending on the agreed scope of service, Navigate Guard covers:

ongoing monitoring of relevant digital developments
observing previously critical topics and channels
assessing new comments, reports or signals
strategic advice on sensitive communication measures
reviewing planned posts, statements and campaigns from a communications perspective
support with internal and external coordination
regular situation briefings
priority availability
fast project start without a full re-briefing
continuous support on a monthly basis
preparation for a possible renewed escalation

Permanent availability and round-the-clock support are possible if agreed within a relevant crisis mandate.

Stakeholder communication after the crisis

Not every crisis is decided solely on social media or in traditional media. Internal and direct stakeholder groups are often particularly important for long-term rebuilding.

These can include:

Employees
Managers and internal teams
Customers
Citizens
Members and volunteers
Business partners and suppliers
Owners and shareholders
Investors
Supervisory bodies
Funding bodies
Authorities and public institutions
Sponsors and partner organisations

SocialMedia-Crisis.com supports the development of coordinated communication lines for these groups.

This can cover employee information, FAQs, talking points, partner information, citizen communication, management briefings or preparing for one-to-one conversations.

Communication is tailored to the information needs, level of involvement and responsibility of each group. Not every target group needs the same information at the same time.

Reputation and new communication

Reputation management after a crisis does not mean covering up negative events with as much positive content as possible.

First, it must be established which issues need to be addressed, which changes have actually been made and which statements can be credibly substantiated.

On this basis, a long-term communication strategy can be developed.

Possible components include:

clear positioning of the company after the crisis
transparent communication of changes implemented
regular information for relevant stakeholder groups
building a coherent set of core topics
specialist content and insight into the company's work
communicating accountability and improvement measures
resuming planned corporate communication
developing a long-term content strategy
coordinated media and social media communication
monitoring public perception

Measures are adapted to the actual situation. Switching quickly to unreserved positive promotion can appear implausible, depending on the course of the crisis.

Scope of services

SocialMedia-Crisis.com handles the communication analysis, strategy, coordination and support for reputation rebuilding.

Other tasks remain with the respective responsible specialists:

Scope of services and responsibilities
Area	Responsibility
Legal assessment and enforcement	Instructed lawyers
Technical IT forensics	IT security and forensics specialists
Platform and search engine decisions	Respective platform or search engine operators
Business decisions	Client and responsible management
Internal employment-law measures	Client and relevant legal or HR departments
Psychological or therapeutic support	Appropriately qualified professionals
Communication strategy and support	SocialMedia-Crisis.com

Collaboration with existing legal representatives, PR teams, internal communications departments and other specialists is possible and is coordinated on a project basis.

How the collaboration works

Step 1: Recording the starting situation
The crisis timeline to date, the measures taken, content that remains visible and open issues are recorded.
Step 2: Assessing perception and risks
An assessment is made of which topics remain relevant, which stakeholder groups remain affected and where renewed escalation is possible.
Step 3: Setting goals and priorities
Realistic communication goals, priority target groups and required measures are jointly defined.
Step 4: Developing measures
Depending on the brief, key messages, content strategy, stakeholder communication, monitoring and concrete remediation steps are prepared.
Step 5: Implementing and supporting communication
Approved measures are implemented or coordinated with the relevant internal and external parties.
Step 6: Monitoring developments
Reactions, relevant content and changes in public perception are observed and assessed within the agreed scope.
Step 7: Applying findings to prevention
Lessons from the crisis are used for crisis plans, decision-making processes, communication guidelines and future training.

Fees

The specific scope of services depends on the starting situation, the number of relevant channels, the extent of documentation, the duration of support and the specialists involved.

Navigate Recovery

Navigate Recovery supports the long-term rebuilding of trust, reputation and public perception.

The scope of services is comparable to Navigate Presence.

Price
from €2,820 net

Navigate Digital Clean Up

Navigate Digital Clean Up covers the analysis of problematic digital content, support for agreed reporting and removal processes, follow-up monitoring and documentation of the measures taken.

Ongoing support is generally billed according to actual time spent and the specialists involved.

Starting from
from €1,420 net

Navigate Insights

Navigate Insights covers the analysis of the crisis timeline, lessons learned, optimisation of existing processes and the further development of crisis and prevention measures.

Billing
according to actual time spent

The review is generally billed according to actual time spent and the specialists involved.

Navigate Guard

Navigate Guard provides continuous support after a crisis. This includes ongoing monitoring, strategic advice on sensitive communication measures, priority availability and a fast project start without needing a full re-briefing.

Price
from €1,870 net

General billing

All package prices stated are starting prices. The actual scope of services depends on the complexity, duration, starting situation and escalation level of the respective project.

The hourly rate for services provided by SocialMedia-Crisis.com is from €120 net per person.

A surcharge of 30 per cent applies for assignments between 6pm and 8am as well as on weekends and public holidays, as set out in the quotation.

Fees for external legal representatives, IT security companies and other specialists are not included in these prices and are agreed and billed separately.

Frequently asked questions

When does reputation rebuilding begin after a crisis?

Preparation can begin during the stabilisation phase. Public measures, however, are adapted to the current situation and the crisis timeline to date. Switching to promotional communication too early can appear implausible.

Can a damaged reputation be fully restored?

A specific reputational or business outcome cannot be guaranteed. Professional review, verifiable changes and consistent long-term communication can support the rebuilding process.

Can negative posts and search results be removed?

SocialMedia-Crisis.com can document content and provide communication support for agreed reporting or removal processes. Whether content is removed, blocked or delisted is decided by the relevant platforms, search engines or legal bodies.

What is the difference between Navigate Recovery and Navigate Digital Clean Up?

Navigate Recovery focuses on stabilisation, trust and long-term communication. Navigate Digital Clean Up addresses the analysis and remediation of problematic digital content that remains visible.

What is the difference between Navigate Insights and Navigate Guard?

Navigate Insights evaluates the crisis timeline to date and develops improvement measures. Navigate Guard is ongoing support including monitoring, advice and priority availability.

Are employees involved in the rebuilding process?

Where this is useful for the brief, yes. Internal communication, employee information, FAQs and clear information channels can be crucial for rebuilding.

Can existing communications and PR teams be involved?

Yes. Existing teams and agencies can be integrated into the collaboration. Responsibilities, information channels and sign-off processes are agreed jointly.

Does SocialMedia-Crisis.com support cases involving fake accounts?

SocialMedia-Crisis.com can record publicly visible indications, document them and support the communications assessment. Legal or technical identification measures are carried out by the responsible specialists and bodies.

Is ongoing monitoring possible?

Yes. Monitoring of relevant topics, channels and developments can be agreed as an ongoing service.

Is round-the-clock support possible?

Yes. Permanent availability and round-the-clock support are possible if agreed within a relevant crisis mandate.

Contact and fact block

Contact and fact block for reputation and recovery
Attribute	Information
Brand	SocialMedia-Crisis.com
Contact	Kerstin Erber, M.A., and team
Services covered on this page	Navigate Recovery, Navigate Digital Clean Up, Navigate Insights and Navigate Guard
Focus areas	Stabilisation, reputation management, digital remediation, lessons learned, monitoring and ongoing support
Target groups	Companies, municipalities, public institutions, associations, federations and other organisations
Area of operation	Worldwide; focus on German-speaking countries
Fees	Navigate Recovery from €2,820 net; Navigate Digital Clean Up from €1,420 net; Navigate Guard from €1,870 net; Navigate Insights according to actual time spent; general hourly rate from €120 net per person
Surcharge	30 per cent for assignments between 6pm and 8am as well as on weekends and public holidays
Round-the-clock support	Possible if agreed within a relevant crisis mandate
Initial consultation	30 minutes free of charge
Phone	+43 664 1939155
Email	info@shitstormhilfe.com
Website	socialmedia-crisis.com
Legal operator	See Legal Notice
Information as of	19 September 2026

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