There was a time when organisations had the luxury of time.

If something went wrong, there was space to assess the situation, prepare a response and communicate carefully. News cycles were slower. Public reactions took time to build.

That time is gone.

Today, reputation moves in real time.

One tweet, one video or one customer complaint can spread within minutes. By the time a company starts drafting a response, the narrative may already be shaped.

This is the new reality of online reputation management.