Question 1

How is this document different from the strategy hub and the workflow field guide?

Accepted Answer

The strategy hub defines the discipline. The workflow field guide is what an operator does hour-by-hour inside a reputation event. This document is the implementation project plan — what the PMO tracks as a brand stands up the reputation function for the first time. Three documents, three reader needs.

Question 2

How long should the project run before it shows results?

Accepted Answer

Visibility movement begins to register against the baseline at the 90-day mark for brands starting from a strong base. For brands with weak or contested baselines, the curve is steeper — 6 to 12 months for meaningful Citation Share movement, with hiring premium and pricing power effects compounding across years.

Question 3

Should the rollout be in-house or agency-led?

Accepted Answer

Both. The standing infrastructure — monitoring, press cadence, Wikipedia hardening, founder corpus — sits inside the brand. The specialized capabilities — tier-1 placement, crisis response, analyst relations depth — typically run through an agency partner.

Question 4

What is the single most important deliverable in the 90-day plan?

Accepted Answer

The Reputation Baseline Document from Day 30. Without it, every subsequent decision is guesswork. With it, the brand has the reference point that makes the next quarter's work measurable.

Question 5

How does the plan change for a crisis-frequent industry?

Accepted Answer

More weight on phase two crisis-prep infrastructure. Pre-positioned holding statements, named spokesperson roster with deeper bench, more frequent rehearsal cadence (semi-annual rather than annual), and a tighter legal-comms coordination protocol.

Question 6

What does the plan cost?

Accepted Answer

Materially category-dependent. The cost range runs from DIY software at a few hundred dollars per month to $10 million per year for enterprise reputation operations.

Brand Reputation Management: The Project Plan

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