Reputation Management
Manage brand reputation.
Marketing teams lose hours to ad-hoc, inconsistent reputation management work — Manage brand reputation. Use when: handling reviews, crisis comms, negative press, sentiment, or recovery plans. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: digital marketers, marketing managers, growth marketers
Example
"Run /reputation-management for our brand" → Reputation Management workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Reputation Management
# Reputation Management
## When to Use This Skill
Activate this skill when the user's request involves any of the following:
- Generating more customer reviews or managing existing reviews across platforms
- Responding to negative reviews (Google, Yelp, G2, Capterra, Trustpilot, Amazon, BBB, industry-specific sites)
- Preparing for or responding to a brand crisis (product recall, executive scandal, data breach, viral complaint, lawsuit)
- Assessing and mitigating brand safety risks in advertising and partnershipsGet new playbooks like this one
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What This Does
Manage brand reputation.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/reputation-management).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
Claude will prompt for the brand context, objective, and any asset references needed to produce the deliverable.
How It Works
Negative Review Response (Most Common Use Case)
- Assess the review -- Read carefully. Determine if the complaint is legitimate, exaggerated, or fabricated. Check if the reviewer is an actual customer. Assess the platform and visibility of the review.
- Check for legal triggers -- Does the review mention legal action, allege illegal behavior, or involve a regulated topic? If yes, route through legal before responding.
- Draft the response -- Follow the framework: acknowledge, empathize, explain (briefly and without excuses), offer resolution, and invite offline conversation. Keep it under 150 words for public responses.
- Tone check -- Ensure the response is empathetic, professional, and non-defensive. Read it from the perspective of a potential customer seeing both the review and the response. The response should make the brand look better, not worse.
- Post and track -- Publish the response, log it in the review management system, and set a follow-up reminder to check if the customer responded or updated their review.
- Resolve offline -- If the customer engages, resolve the issue through direct communication. Document the resolution for internal process improvement.
- Pattern analysis -- Regularly analyze negative reviews for recurring themes. Feed patterns back to product, operations, and customer service teams for systemic fixes.
Crisis Response Activation
- Severity assessment -- Classify the crisis as Tier 1, 2, or 3 based on reach, media involvement, customer impact, and legal exposure.
- Assemble the team -- Activate the appropriate stakeholders based on tier level. Establish a communication channel for real-time coordination.
- Fact-finding -- Gather all available information. What happened, when, who is affected, what is the scope, and what do we know vs what is speculation.
- Holding statement -- Issue a brief acknowledgment that the brand is aware of the situation and is investigating. This buys time without leaving a silence vacuum.
- Detailed response -- Craft the full response addressing what happened, what the brand is doing about it, and what affected parties should do. Tailor messaging per stakeholder group.
- Distribution -- Publish the response through appropriate channels (website statement, social media, email to affected customers, press release if media is involved).
- Monitor and update -- Track conversation in real time. Update stakeholders and the public at regular intervals. Correct misinformation promptly.
- Post-crisis review -- After the crisis subsides, conduct a retrospective. What caused it, how was the response, what should change in the crisis playbook, and what operational changes prevent recurrence.
What You Get
A complete, brand-aligned deliverable ready to review, share, or hand off to execution.