Global Reputation Leader Hilburg Associates enhances portfolio in SA with new exec Tracey Linnell

Expert business resilience planning and risk consultant Tracey Linnell has joined forces with business trust guru Alan Hilburg, president and CEO of Hilburg Associates in the US and in South Africa, to expand the company’s portfolio of services.

Linnell, a 13-year veteran of the risk, IT and business resilience sectors in South Africa, has partnered with Hilburg to jointly offer consulting and advisory services for organisations facing reputational crises, as well as to help organisations mitigate resilience and trust risks.

Linnell, whose career track record includes serving as a manager in Deloitte’s risk and continuity consulting practice and leading ContinuitySA’s African Advisory practice, will join Hilburg Associates as Chief Trust and Business Resilience Strategist. For over 30 years Hilburg’s expertise in assisting companies challenged by seemingly impossible situations has seen him advising the world’s leading brands when brand trust and leadership reputations are being threatened Alan was described by the Wall Street Journal as ‘the first person a CEO should call when a brand is under attack’.

Hilburg and Linnell’s combined skills will deliver to South African enterprises a broad portfolio of  business resilience services including crisis avoidance simulations; crisis mitigation and brand recovery advisory; customised leadership training  on protecting brand trust, trust continuity and risk mitigation; crisis avoidance, crisis communications,  and trust transitions.

“If everyone agrees that trust is the lubricant of all relationships, why do so many companies fail to take crisis planning more seriously, especially when nothing can cripple trust in leadership and institutional brands more fatally?  What’s more important than crisis avoidance and crisis mitigation plans?  Having completed more than 200 crisis plans and crisis plan audits, 91% of all companies have gaps in their crisis plan and 76% have not updated their crisis plan in the past three years.  In the event of a situation that threatens to destroy brand reputation and trust, immediate and cross-enterprise actions must be taken to remediate and turn the situation around,” Linnell says. “With the right approach, organisations can change a trust setback into a trust comeback.”

As local enterprises become increasingly aware of the potential risks of reputational damage, Hilburg Associates has seen growing demand for specialised trust and crisis advisory services to support organisations’ existing communications and reputation management strategies. Positioned as trust alchemists and architects, Hilburg Associates will support organisations undergoing trust crises such as negative media coverage, industrial action, litigation, cyber-attacks, financial crises or strategic transitions such as mergers and acquisitions, new leadership, diversification and product launches.

Source: Hilburg & Associates

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