There’s a lot of things your company can’t control and the coronavirus is just one of them. But how you respond should be at the tip of your tongue. According to our guest, crisis communication expert Bill Coletti, “Plan now like your company’s reputation depends on it because it does.” According to Coletti (via way of Seth Godin), your reputation is no more than what people expect you to do next. What you say and do (or don’t do ) to calm employee fears and ease customer concerns may have long-term implications, even when you have no control over the actual event. How can you prevent a moment of crisis from evolving into a media “shift” show? How do you balance messages of “the sky is falling” with caution and optimism? How do you take a crisis like the Covid-19 and shape and protect your reputation going forward? Reputation management is what we’re talking about on this week’s episode of Geeks Geezers and Googlization.