In reputation management, the real work happens before the crisis.
Michael Avery speaks to Daniel Munslow, managing executive for group communications and reputation at Absa, about why organisations need to rethink how they protect trust in a world of misinformation, social media scrutiny and rapidly shifting narratives. They explore the move from crisis response to early detection and how organisations can build the trust equity they need before things go wrong.
Munslow also shares how AI is changing the way teams monitor reputation and identify emerging risks — while highlighting why human judgment, decisive action and credible communication remain essential.