A positive reputation is an organisations biggest asset.In this dynamic, digital and global sphere, where everything has to change to adapt, maintaining a positive reputation is the only constant. Reputation remains a key driver for success. It takes one second, one social media post, one hoax, one media report, one Whatsapp message, to start a crisis. It is in a period of crisis that organisations are judged the most by its ability to respond timeously, ethically, and with positive action. Failure results in reputation damage.