Episode Details

Reputation used to take years to build and minutes to lose—now it’s seconds. One bad review, one viral complaint, and suddenly the story being told about your business is out of your hands. It’s not just about what you do anymore, it’s how it’s perceived and shared. When trust breaks, even loyal customers start to second-guess you, and rebuilding that trust isn’t a quick fix. Elie Jacobs is a founding partner at Purposeful Advisors, where he helps companies handle high-stakes communication challenges. With deep experience in public affairs and reputation strategy, he guides businesses through risk management, crisis response, and stakeholder engagement. Today, he breaks down the difference between risks, issues, and full-blown crises—and why most companies confuse them. He stresses the value of scenario planning and having a clear, realistic message before problems hit. According to Elie, smart businesses don’t wait—they prepare. Stay tuned! Resources: Purposeful Communications Follow Elie Jacobs on Facebook Connect with Elie Jacobs on LinkedIn