‘Acceptance, atonement, recovery’: How to rebuild your personal brand
As Donald Trump’s former communications director Sean Spicer makes headlines for his recent celebrity cameos, Mumbrella’s Abigail Dawson speaks to PR professionals about how even the most damaged of reputations have the potential to bounce back.
After enduring a crisis in the public eye, many celebrities, politicians and professionals go through a process of rebuilding their personal brand, beginning with three pivotal principals: acceptance, atonement and recovery.
Drawing on the recent ‘celebrity’ appearances of the former White House press secretary Sean Spicer, Chris Newman the director at Civic Reputation says taking responsibility and accepting the event which caused the crisis is imperative to beginning the rebrand process.
Firstly, for individuals including Spicer, acceptance means taking “responsibility for your role in creating and/or exacerbating the crisis.” Atonement involves taking action “to address personal flaws and/or repair any damage caused by the crisis that you were responsible for.”
