Reputation Fixes, Terakeet, Kathy Ruemmler and More

 Reputation management is the core of public relations. 

But there is a but. In the process those doing that managing could wind up requiring their own reputation rehab. In the past, examples of things going very wrong for public relations firms doing fixes include Bell Pottiner, Burson - Marsteller and Hill & Knowlton. 

Most recently it's Terakett which just took a major hit. On its website Terakett describes its mission as:

"Securing, protecting, and supporting your reputation in search and AI chat experiences."

In great detail today The New York Times describes the fixes Terakett has done for clients such as Goldman Sachs' head David Solomon and investment expert/philanthropist Robert F. Smith. And how it does them. However, as the old saying goes, no one likes to know how the sausages are made. The "making" seems to involve lots of technological manipulation, plus aggressive positioning and packaging of positive narratives.

Obviously, readers can conclude: Trust nothing online. It's probably all been heavily massaged by a fixer such as Terakeet. Therefore, current Terakeet clients and those considering a contract with the firm might back away, abruptly. Bluntly put, it could look bad being associated with this fixer.

But, that isn't the only potential current damage to Terakeet's own reputation. Another blow comes from the lack of results in managing Goldman Sachs top lawyer Kathy Ruemmler's association risk problem. That, of course, is her long-term friendship with pedo Jeffrey Epstein.

The Times article ends documenting Terakeet's failure to push down negative material online and push up/create positive stuff:

"Today when you search for Ms. Ruemmler, the first entry is her Wikipedia page. Its first paragraph states that she resigned from Goldman Sachs 'over her links to child sex offender Jeffrey Epstein.'”

Would Ruemmler have a better shot at salvation in the court of public opinion had she steered clear of the whole attempt at a fix. An option could have been the classic steps to a fresh start:

Lay low

Do good works

Re-emerge with a whole new brand.

That had been the effective strategy of financier Mike Milken. Despite brilliant representation by elite law firm Paul, Weiss he served time in prison. During the initial crisis he sought the rep rehap services of Robinson, Lake. But most watchers ruled that ineffective. Maybe even counterproductive. In a sense Milken wound up fixing himself.

Recall also that controversial, vilified by many prophet Jesus Christ enlisted 12 earnest men to tell his story. That positive narrative has endured for centuries. Ruemmler might generate the same kind of outcome if she could round up advocates who truly believe in her. Goldman Sachs' Solomon has been the first to show up for that outreach.

In coaching, I guide what's known as the "Sacred Pause." When in crisis, we stop. We don't grab onto a goal and then form strategy. Instead we let go. We open. We observe. Almost magically the best solution comes to us. 

CareErs? So Over. It’s about Earning a Good Living. No matter what.

Complimentary consultation. No Pressure. Street-smart Guidance. Contact Jane Genova janegenova374@gmail.com.


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