De-reputation or negative reputation: a scourge for your online image

Managing one’s image and reputation on the web has become essential for individuals and companies alike. However, there is another facet to consider: that of de-reputation or negative reputation. This notion refers to the deliberate deterioration of a person’s, brand’s or company’s image by third parties.

The origins of negative reputation

On the Internet, anything can be recuperated and reused maliciously. The use of certain keywords, phrases or examples can quickly damage your online reputation. Sometimes this is the result of a simple mistake or misunderstanding, but in other cases, it’s truly an attack designed to harm you. There are several types of risk that can cause a negative reputation:

• False, defamatory or insulting allegations;
• Lots of negative comments;
• Rumors or fake news;
• Association with controversial groups or actions.

The very existence of negative reputation highlights one of the most damaging aspects of the Internet. All online players, whether users or companies, must therefore take these risks into account and put in place mechanisms to prevent them.

Proactive reputation management

To avoid a loss of reputation and its disastrous consequences, it is essential to control your e-reputation by adopting a proactive approach:

1. The first step is to carry out an audit of your online presence.
2. Setting up an information watch enables you to monitor the evolution of your online reputation.
3. They also need to communicate regularly with their audience, ensuring that their messages are clear, sincere and honest.
4. In the end, the best defense remains to be exemplary in all circumstances, and not to provide justified reasons for criticism or hatred.

The crucial role of legislation

Dealing with a negative reputation can be extremely complex. You may need to call on various legal resources to protect your image and restore your reputation. In fact, there are a number of legal mechanisms in place to combat this harmful practice. French legislation provides for several types of penalty for people who harm others by defaming, insulting or jeopardizing the private life of a natural or legal person:

• Defamation is punishable by a fine of up to 45,000 euros;
• Insults are punishable by a fine of up to 12,000 euros;
• The publication of false information with the aim of destabilizing a company is also punishable by criminal and civil penalties.

However, it’s important to remember that legal mechanisms are not infallible. It can be difficult to prove the defamation or insult in question, especially if it has been deleted. What’s more, as the Internet is a cross-border space, you also need to take into account foreign legislation and case law in this area.

Players affected by negative reputation

Companies and organizations

As economic players, companies need to pay particular attention to their online image in order to retain the trust of their customers. The economic consequences of a tarnished reputation can be dramatic for a company, whether already weakened or growing rapidly:

• Loss of customers;
• Decline in sales;
• Staff demotivation;
• Loss of financial partnerships.

Individuals (private and professional)

Individuals and professionals can also be subject to attacks on their reputation. These attacks are often targeted according to their different activities (employment, private life, field of expertise). To avoid a loss of reputation on the Internet and protect their image, they need to be vigilant and adopt exemplary behavior in all circumstances.

Preventing and recovering from negative reputations

In order to emerge from a situation of loss of reputation and rebuild one’s image, the players concerned must implement appropriate strategies:

1. Detect damage to reputation as soon as possible;
2. Understand the reasons and motivations behind this breach;
3. Contact the authors of the reviews to discuss and understand their demands;
4. Repair directly if possible by having defamatory, insulting or false information removed;
5. Implement controlled, positive communication to counter negative effects;
6. Call on the services of professionals (lawyers) if necessary to win your case in court.

Ultimately, prevention and proactive management of your online reputation are key to minimizing the risks associated with a negative reputation. Being clear and honest in your communications also helps to build trust between you and your interlocutors, so as to avoid any unnecessary unpleasantness.