If you think no one’s watching…you’re probably wrong

When and if you ever are in a position which requires you to represent an organization, you should just assume everything you say and do is being recorded, monitored, documented in some way. Although this might sound a little ridiculous at first, it only takes a moment to completely wreck your reputation and in turn effect the reputation of the organization that you are (or were) representing.

Uber CEO Travis Kalanick learned this the hard way after he was recorded blowing up on an Uber driver last month. Kalanick’s behavior in the video is in direct conflict with Uber’s pledge to listen to its drivers and respectfully stand by them in the current political climate.

PR professionals, like CEOs or anybody who holds a representative position, need to remember that their behavior can have implications that surpass the personal and creep into the professional.  Despite Kalanick’s apology (via a news release and email to Uber employees,) the company’s reputation and likability is sure to take a hit from this event.

The nonprofit sector of public relations relies heavily on reputation to be successful and promote change or action. A nonprofit with positive reputation is self serving because that reputation is indicative of what the organization promotes.

The reputation of a nonprofit must be flawless and align with the cause it represents in order to gain community recognition and to increase the appeal of donation, volunteering and other forms of participation. Studies show that reputation drives the decision making process.

Unfortunately, no one person maintains the reputation of an organization. Rather, the responsibility falls on everyone who has professional ties to the organization.

Representation is important. Here are some steps you can take as an individual to maintain the reputation of the nonprofit you work for.

1. Work for an organization that represents who you are. I know how difficult it is to find the perfect job: the one that matches your skill set AND your values. However, working for a company that has beliefs you can agree upon will make your share of maintaining its reputation much easier.
2. Be transparent.  Be who you are, and be proud of it. In a world where everyone seems to have a dirty little secret: be the type of person who doesn’t have anything to hide. This doesn’t mean you should share every detail of your life publicly, but rather be up front and honest when it is appropriate.
3. You are always on the clock. Your job as a representative of an organization doesn’t end when you walk out the door on Friday and start your weekend. Reputation is a full time job: remember that when you are headed out for a crazy night on the town with friends, or before you post emotionally on social media.