Page 26 - PWM2023_March

TECHNOLOGY REPORT

Reputation rescue

B legally), that finds its way into the public domain, is likely
ut what of reputational damage that follows
on from the actions of an employee? How
to be reputationally damaging. Likewise, if an employee
should employers react? On the one hand
behaves inappropriately during working hours and is
Reputations, like there’s the need to protect the firm, on the clearly identifiable as a company employee, their
trust, are hard to earn other, there’s a requirement to be fair when employer might justly accuse them of bringing the com-
investigating.
and easy to lose. Consider the case of an employee of a US-based direct pany into disrepute.”
This last example was demonstrated by a case in which
Threats to a reputa- mail company, Navistar Direct Marketing, based in an employee was dismissed following an allegation of bul-
tion come in many Maryland, who was caught on camera rioting in the US lying and harassment by a member of the public. His
forms – rivals making Capitol in January. Wearing his company ID wasn’t the claim for unfair dismissal was dismissed as he was wear-
underhand allega- brightest thing to do; it led to his identification, the com- ing the company’s branded uniform during the incident,
pany fielding comments from the public, and his dis-
so his actions directly impacted his employer’s reputa-
tions, activity by missal. tion.
state-run organs and But for Amanda Trewhella, managing associate at
malevolence in ele- Context is everything Freeths, reputational damage caused by an employee to
ments of the press. According to Tina Chander, partner and head of the an organisation depends upon how well known the
employment law team at Wright Hassall, it’s important to employee is, whether the public associate them with their
Words by recognise that every case of employee-related reputa- employer, as well as the seriousness of their actions. She
Adam Bernstein tional damage is different and further, “context is every- says “it is particularly likely that for those with a high pro-
thing when considering whether an employee has caused file in the public eye poor conduct could cause reputa-
their employer reputational damage”. tional damage to their employer”.
She offers examples to make her point: “For anyone And she illustrates this with the example of Kay Burley,
involved with children or vulnerable people, any miscon- a Sky News presenter, who broke Covid rules during her
duct of a sexual nature, even if enacted in private (and 60th birthday party celebration. The matter was investi-

26 PrintWeek MENA March 2023 www.printweekmena.com