Maintaining a Squeaky Clean Reputation In Chapter eleven of Measure What Matters, author Katie Paine talks about how important it is for your followers to have trust in your brand, be committed to your brand and be satisfied with your brand. It takes time to build these relationships, but it only takes a few moments to destroy them. A typical crisis has four key principles which help define how quickly and swiftly the crisis can be dealt with. The first principle is the relationship principle. Establishing good long term relationships helps withstand both issues and crises that affect the followers stemming from decisions inside the organization. The second key principle is called the accountability principle. The organization should accept responsibility for a crisis even…