In October, 2015, 141 students got sick with Norovirus after eating at one of its restaurants.
The news swept through America, and social media fun-lovers had a field day
The result – a 30% drop in Chipotle’s share price, in one day.
You read that right – a 30% drop. A massive hit. The share price continues to drop, and sales have plummeted.
The brand has taken a massive blow to its reputation.
But 30% is the real CASH value of a company’s reputation. (I’ll provide more details on this another time)
Now, you’ll no doubt sail through 2016 without any media nightmare such as virus-hit Chipotle (even worst for Volkswagen and the ongoing emissions scandal.)
But remember, if you want to build and enhance your company’s reputation (and cash value) over the next 12 months, continuous positive media exposure is vital.
The worst you can do is do nothing – or at least very little.
So, please make sure your media/PR strategy is not only in place, but looking slick, whether it involves 12 initiatives per month, or one every two months.
What makes a well-known company or brand? The ones you read about in the media – or, increasingly, grab your attention on, for example, Facebook.
But you have to build your reputation, and that requires thought, strategy, know-how and effort.
So good luck. And get going!
P.S. Name a successful company that does not win regular positive media exposure and I’ll eat my…. Chipotle taco