How Digital Era Threatens Reputation Management – Expert
A Public relations and communication expert, Professor Okey Ikechukwu, has warned that managing reputation in the digital era has become more difficult due to the rapid spread of misinformation, artificial intelligence and social media crises.
Speaking at a Reputation Roundtable organized by the Nigerian Institute of Public Relations (NIPR) FCT Chapter in Abuja on Tuesday, he described the digital space as a “high-risk battlefield” where public perception can be destroyed in seconds.
Themed, “Navigating Reputation Challenges in the Digital Era,” the roundtable brought together professionals to discuss how best to safeguard reputations in an age of instant information and digital disruption.
Prof. Ikechukwu, a Professor of Strategic Management and Human Capital Development at Nnamdi Azikiwe University, emphasized that traditional crisis response strategies are no longer effective.
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He stressed the need for real-time digital monitoring and proactive communication to prevent reputational damage.
He warned that false narratives now spread faster than facts, making long-term reputation recovery more difficult. He urged PR professionals to adopt digital intelligence tools to track and counter misinformation before it goes viral.
“Delayed responses to reputation crises can be fatal,” Ikechukwu said. “Organizations must have a preemptive crisis management plan that ensures swift, fact-based responses before narratives spiral out of control.”
While social media remains a powerful brand engagement tool, it can just as easily ruin reputations if mishandled, said the university don, who emphasized the importance of social listening strategies, where organizations constantly monitor online conversations to mitigate potential damage.
In his remarks, Stanley Ogadigo, Chairman of the NIPR FCT Chapter, lamented that Nigeria’s socio-economic challenges are worsened by reputational crises.
He reaffirmed NIPR’s commitment to equipping PR professionals with modern strategies for digital-era reputation management.
