Changing corporate perception, an era in which individual executives are considered risks
Changing corporate perception, an era in which individual executives are considered risks
New reputational threats posed by information proliferation
In the digital age, information spreads faster than ever.
To that extent, Internet slander (Cyber Smear), that is,A form of attacking a company or executive through anonymous postings or spreading false informationThis is because the risk of is emerging as a new reputational threat.
This concept is still somewhat unfamiliar in Korea, but now that the boundaries between companies and executives have become increasingly blurred, so-called 'cyber slander' can no longer be seen as a matter of personal defamation.
This is because a leader’s comments or decisions can quickly become a factor that can shake the trust of the entire company.
As online defamation and insult cases continue to increase in Korea, reputational risk in cyberspace is becoming a realistic management issue.
In particular, the level of legal sanctions is increasing to the extent that spreading false information can result in criminal punishment of up to 7 years under the Information and Communications Network Act.
Ultimately, we have entered an era where an executive's personal reputation must go beyond simple image management and be recognized as a key asset that supports corporate trust.
🪢 Structure where a single rumor spreads into internal chaos
Spread of false facts surrounding remarks by company B executives
Structure where a single rumor spreads into internal chaos
“Despite opposition from the marketing team, executives pushed ahead with the campaign on their own.”
Second half of 2025,New product marketing campaign of domestic consumer goods company BA post like this was posted on an anonymous community surrounding .
It received thousands of views in just one day, and quickly spread to prominent domestic business communities within a few days. At first, the focus of the discussion was on the content of the campaign, but soon the focus shifted to executive leadership and decision-making methods.
Even within the company“Did that really happen?”As the conversation continued, external rumors even led to internal confusion.
The organization's response speed, a decisive factor that aggravated the crisis
Loss of 72-hour golden time resulting from fragmented response system
- Legal Team: “We must first check whether it is false.”
- PR Team: “Let’s wait and see until the media reports.”
At the time, Company B did not have a dedicated reputation management organization.The legal team argued, “We need to check whether it is false first,” and the PR team decided, “Let’s wait and see until it is reported in the media.”
While opinions differed, the golden time of 48 to 72 hours for responding to malicious posts passed, and the posts spread exponentially.
Eventually, as internal confusion grew, Company B requested emergency response from White Me, and from this point on, the full-scale ‘recovery process’ could begin.
🪢 Structured approach to online risk response
Establishment of White Me’s intervention and response system
A structured approach to online risk response
White Me was able to immediately provide services according to its own crisis response process immediately after Company B's request was received.
Above allWe focused on structurally understanding “what information is false and where it spread from”.Afterwards, a step-by-step response system was quickly implemented.
- Diagnose the situation and design a solution (~24 hours)
- Collection of 30 community/SNS posts and analysis of spread routes
- Review of laws on false and exaggerated information
- Analysis of internal civil complaint flow and identification of rumor structure
- Prevent spread (within 10 days)
- Request to delete major community posts
- Namuwiki documents made private as a ‘temporary measure’
- Building a foundation for recovery (3 months)
- 90% reduction in negative mentions
- Establishment of collaboration process between legal affairs and PR
- Consulting on improving the internal reporting system and assisting in establishing a response manual
“With the legal team and PR team working as one team around White Me, the speed of decision-making and execution ability have noticeably changed.”
Company B PR team L team leader
Changes confirmed by numbers, corporate reputation recovery process
Quantitative performance of trust recovery within 3 months after crisis
After White Me's intervention, Company B recovered its reputation in just three months. The biggest achievement was that not only our external image but also internal trust was restored. It was the result of a combination of White Me's systematic system and Company B's quick execution ability.
characteristic
Before intervention
After intervention
improvement rate
When to start responding
3 day delay
Within 2 hours
36 times shorter
Number of internal complaints
30 or more
15 or less
60% reduction
Will negative perceptions soon become entrenched as ‘corporate image’?
Changed perception, an era where executives’ personal risks become corporate
Will negative perceptions soon become entrenched as ‘corporate image’?
Like the case of company BAn executive's reputation can no longer be viewed solely as a personal matter.This is because the remarks and actions of one leader directly determine the trust of the entire company.
especiallyAs 'perception' spreads before 'facts' online, the structure in which executives' individual risks are quickly transferred to corporate risks is becoming entrenched.It is becoming.
Therefore, companies must now have a system that covers not only external crisis response but also internal perception management.
This is because the words and actions of organizational members, internal communication, and media exposure ultimately become a link that supports corporate trust.
🪢 Crisis is not inevitable, it is something to prepare for
An era where the reputation of members becomes the trust of the company.
Crisis is not inevitable, it is something to prepare for
This example shows how quickly one person’s online mention can translate into trust across an entire organization.
White Me sees this not as a simple ‘risk,’ but as an ‘extension of organizational trust management.’Now the crisis is not inevitable, What you can prepareThis has been done.
We are jointly designing a corporate trust management system based on experience, data, and cultural sensitivity.
🔹Solutions provided by White Me
- Real-time online reputation monitoring : Automatically tracks brand mentions in major communities, portals, and SNS.
- Support for responding to online slanderous posts : We provide guidance on deleting false posts and legal action for each platform.
- Consulting to restore brand trust : Improve corporate culture and overall response process.
🔹If you are in this situation, find White Me right now.
- In the name of an individual executive or employee Rumors or distorted postsIf this is spreading
- Remarks from internal members If it is spreading into a community issue
- Anonymous spaces such as Blind and Namu WikiIf the company name or real name is mentioned in
- crisis response process If there is a division between legal affairs and PR
- Not just a simple deletion Sustainable Trust Recovery SystemIf you need
We live in an era where employees' online words and actions become the company's trust. If rumors or distorted posts are being spread in the name of an employee's personal name,Contact us now. [Service inquiry]
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