South Africa, Jan. 6 -- This makes sense. In practice, good advisers exist to support organisations through their most difficult moments, guided by the pursuit of the best possible outcome.

It really is the truth that doing the right thing is always the right thing to do, and as an outsider, it's easy to forget that decisions are made in real time and without the benefit of hindsight.

But it does beg the question: does this no longer apply when you are no longer the 'outsider' providing a view, but rather you are the consumer experiencing the real and felt consequences of these actions and communications?

It raises two fundamental reality checks for reputation managers; first, that we should always be mindful of the felt impact of comm...