BLOG – Back in the spotlight - 10 tips for celebrities relaunching their reputation after a crisis

1. Don't rush

Despite the acquittal, wounds need to heal – especially among those who couldn't accept the legal outcome. Give it some time, until the most intense emotions have settled. Your fanbase will wait for you, especially if you're Marco Borsato.

2. Define a balanced media strategy

The media need you, but you can't do without them either. That means building a good, balanced relationship with them. Saying "no questions about the court case" won't get you interviews, but you don't want to give journalists carte blanche either. Find a smart strategy between give and take, so that as many outlets as possible cover your comeback in the most positive way.

3. Don't bury the past in silence

Not only because you don't want to put the media off, but also because talking about it – when done right – is part of the reconciliation process with the public. Showing that you're willing to discuss the subject also radiates confidence in your position on the case and in your future.

4. Make a strong start

You only get one chance to make a good "new first" impression. Choose an environment for your first media appearance where you retain sufficient control: a carefully considered interview with a journalist you trust, or a podcast conversation where you can provide nuance.

Do give that journalist enough room for critical questions: the public will immediately see through an interview that looks like a rehearsed back-and-forth.

After that strong start, gradually open up to a broader range of media.

5. Don't waste energy on the vocal minority

Whatever you say or do, there will always be a portion of the public you'll never win over. And among them will be people who – especially in the beginning – will publicly attack you. That can hurt. Don't let it throw you off, don't make it your goal to convince them, and above all don't respond to everything that moves – especially not in certain social media circles. Draw strength from the positive comments instead.

6. Keep monitoring the overall sentiment

This tells you how far along you are in your reputation recovery – and therefore when the time is right to…

7. …move on

At some point, the past is the past, and you'll want to shift the focus to the future. Try to gauge when that moment arrives, and adjust your interview strategy accordingly. Not with rigid pre-interview rules, but naturally – using good interview techniques to steer questions about the past toward answers about the future. Sharpen these skills through targeted media training until they become second nature.

8. Show empathy about the past

Even if you've been acquitted, wounds have been inflicted on stakeholders. When discussing the case, don't limit yourself to messages about your Position and Organisation – continue to show Empathy toward those directly involved and toward the public you have hurt. Do so in a way that is consistent with your communication around the court case.

Empathy, Position, and Organisation? Those are the three key elements of every statement in crisis communication. Read more about that in this blog.

9. Don't surround yourself only with yes-men

Both during and after a crisis, you need an inner circle that challenges you on certain choices – people who dare to tell you when something is not a good idea, or who pull you back when you're moving too fast. People you can call yourself to test ideas or prepare for a specific interview.

10. Don't step too far out of character

Whatever happens, however hard a journalist pushes you, handle it with composure. An unguarded moment, fatigue, or simply a bad day… When you're at your most vulnerable, a wrong outburst can happen quickly – and your rebuilt reputation can collapse all over again.

Be aware of this and rehearse such scenarios. During practice sessions, literally instruct your media trainer to try to push you over the edge – so it never happens in real life.