Name Brand

I happen to believe that, even though the troubles of more than a few politicians — former state Sen. Gary George, for one — make me aware it's not a universally accepted credo.

But for the sake of argument, let's assume it is.

Then how does one go about reinvesting in a reputation that, whether deserving or not, is bankrupt?

Take for instance the bid-rigging allegations against executives of Vinton Construction Co., Two Rivers, and Streu Construction Co., Manitowoc.

I presume the four charged are innocent until proven otherwise; it's called due process.

Yet, let's face it, regardless of the outcome, the firm's names are now tarnished. Some will forever connect Vinton and Streu with bid-rigging.

But can the execs — and the companies they built — recover from the allegations? Or will a black cloud forever hover above?

Jeff Fleming, vice president of public relations for Zizzo Advertising Group, Milwaukee, assures that all need not be lost, but Vinton and Streu have to practice some damage control — and quickly.

Fleming, who was communications director for former Mayor John Norquist during Milwaukee's cryptosporidium outbreak, knows a thing or two about crisis communications, and he said the city during that time was guided by three rules: "Be forthcoming, be truthful and focus on resolving the problem right away."

"It's difficult to discuss with the possibility of jail time hanging over their heads," he acknowledged.

However, a simple but not easy public statement that doesn't jeopardize the firms legally would go a long way to restoring some trust.

"We are optimistic that when the whole picture is shared publicly, people will understand this is not what our accusers are saying it is," Fleming offered.

Somewhat ironically, he said that a strong reputation before a crisis goes a long way in the rebuilding process. And he said the city of Sheboygan's recent $718,900 sewer project award to Vinton suggests that the company's reputation precedes it.

"Perhaps the evidence is that the city of Sheboygan went ahead with a contract," he said. "That's evidence of their prestige. They were respected to the extent that this charge did not preclude them from getting additional business."

Not convinced that honesty is the best policy? Consider Fleming's success after 400,000 people became ill from drinking Milwaukee's tainted water.

"In the end, the people believed ... the city did an excellent job at handling the cryptosporidium crisis," he said.

Candace Doyle is the editor of The Daily Reporter newspaper.