We talk to a wealth management firm and online reputation agency about the task of protecting clients and how this field is changing in the light of fast-moving technology and wider trends.

An important role for private advisors is protecting clients in ways that go beyond shielding money as much as possible from tax and economic volatility. Damage to a person’s reputation from adverse media and crooks, for example, is important. Business owners will want to know what others say about them and their firms, such as potentially libellous claims or, even less contentiously, controversial statements that might affect them. Libel laws are, to take one example, an established fact of law in the UK and have been for centuries. In other respects, the ways that reputations can be affected take new forms, such as from social media. (To see other content from this news service on such topics, see here and here.)

In this article, we talk to Roz Sheldon (pictured below), managing partner at Igniyte Reputation Management, and Justyna Jackholt (pictured below), CEO of Bossalini Capital, an international wealth management firm.

Roz Sheldon

Justyna Jackholt
 
Sheldon: As an online reputation agency, Igniyte uses a combination of tools to initially assess and audit a client’s existing online presence – identifying both risks and opportunities – before implementing continuous monitoring. Crises may require 24/7 hourly monitoring. 

Our software includes social listening and media monitoring tools Meltwater and Brandwatch. These alert us in real time to mentions (and combinations) of a name, company, stakeholder, or relevant keyword across different platforms, including X (formerly Twitter), Reddit, YouTube, blogs, and forums. Additionally, they allow us to analyse historic mentions within a selected period across various regions and languages.

We also assess the reach and authority of mentions. For instance, a comment on X from an individual with 10 followers is unlikely to pose a significant risk, whereas a negative mention from a journalist with thousands of followers can have a substantial impact. Language patterns, word combinations, and sentiment analysis also play a role in ensuring a comprehensive approach.

In addition, we track Google search results using specialised software Get Stat and Sem rush to analyse the top 100 search results for any given name or entity. Understanding why certain links rank highly – or why they do not – is critical for reputation management, changing the narrative and placing positive and neutral owned and controlled content front and centre.

WealthBriefing: How can these tools be used effectively? Do you have examples where people have benefited from them? 
Sheldon: High net worth individuals are often targeted by malicious websites (or journalists) that republish negative content or manipulate narratives. Some of these sites rank highly in search results, creating blackmail situations. Igniyte maintains a list of these sites and aims to identify them early to proactively manage search rankings.

Social listening and media monitoring tools are invaluable in crisis management. For example, in cases involving data leaks, these tools allow us to track mentions in real time, enabling swift action to take down harmful illegal content and mitigate damage.

Jackholt: We have seen many of our clients successfully use these tools to protect and enhance their reputations. These include using sentiment analysis to detect misinformation spreading online and quickly-issued clarifications through official channels, and high-profile individuals leveraging monitoring tools to track potential risks to their reputations and taking pre-emptive action before issues escalate.

WealthBriefing: How can potentially vulnerable people be proactive about protecting their reputations – educating their family members, colleagues, etc – to avoid the need later for firefighting? What sort of tips and ideas are out there on how to do this? 
Sheldon: Having a complete picture of one's online presence is crucial – especially regarding personal data and images which, if publicly shared by the owner on social media for example, can then legitimately be used by journalists and others online. In many cases, it is possible to request the removal of personal information from third-party sites – Igniyte will advise and provide an honest opinion as to whether content can be removed and whether there is a risk in doing so – in which case suppression would be required.

Key proactive steps include:

-- Regularly reviewing and adjusting social media privacy settings to control what is visible to the public;
-- Conducting frequent audits of online presence, including Google search results and all social media platforms;
-- Understanding that media outlets can legally use any publicly available content, making it essential to be mindful of what is shared online; and
-- Recognising that once an image or piece of information appears online, it can be reshared and syndicated widely, making early monitoring critical.

Jackholt:To protect their reputations proactively, individuals – especially those in high-profile positions – should consider taking the following steps:

-- Educating family and colleagues – Raising awareness about online privacy, responsible social media use, and potential risks;
-- Creating strong digital presence – Maintaining professional and positive online profiles to control their narrative;
-- Regular monitoring – Using alerts and monitoring tools to identify and address reputational risks early; and
-- Engaging PR and legal experts – Having a strategy in place for crisis communication in case of reputational threats.

By taking these proactive measures, individuals can reduce the risk of reputation damage and avoid reactive "firefighting" later.

WealthBriefing: How can potentially vulnerable individuals take a proactive approach to protect their reputations and educate family members and colleagues to avoid future crisis management?
Jackholt: To protect their reputations proactively, individuals – especially those in high-profile positions – should consider taking the following steps:

-- Educating family and colleagues – Raising awareness about online privacy, responsible social media use, and potential risks;
-- Creating strong digital presence – Maintaining professional and positive online profiles to control their narrative;
-- Regular monitoring – Using alerts and monitoring tools to identify and address reputational risks early; and
-- Engaging PR and legal experts – Having a strategy in place for crisis communication in case of reputational threats.

By taking these proactive measures, individuals can reduce the risk of reputation damage and avoid reactive "firefighting" later.

WealthBriefing: What advice should be given to those looking to hire PR firms or individual advisors to ensure they engage reputable professionals? How can they shortlist and evaluate candidates?    
Sheldon: Online due diligence is essential when shortlisting PR and reputation management professionals. Important factors when then hiring include:

-- Sector experience: B2C and B2B have distinct challenges – does the candidate have relevant industry expertise?
-- Crisis management skills: Can they provide real-world examples of successfully managing reputational issues?
-- Technical knowledge: Are they proficient and do they have hands-on experience in online content management tools, risk assessment, and search engine optimisation (SEO)?

Reputable professionals should be able to discuss specific case studies and demonstrate hands-on expertise with digital reputation management tools.
 
WealthBriefing: How has social media changed reputation management, and what role does AI play in this space?    
Sheldon: Social media has dramatically increased the speed at which information spreads, often making it difficult to control narratives. Cancel culture has amplified this – a potentially minor mistake or remark can quickly escalate into a reputational crisis. Twenty years ago, negative stories may have been forgotten relatively quickly, but social engagement can keep them prominent in search results.

AI has both positive and negative implications for reputation management. AI-powered chatbots can enhance response times, and AI-driven monitoring tools help identify issues and trends more efficiently. However, AI has introduced risks, such as deepfake content, automated misinformation, and bot-driven smear campaigns; these need careful management as part of a comprehensive reputation strategy.
 
WealthBriefing: Wealth managers, private banks, and advisors to HNWIs play a critical role in guiding clients on reputation protection. What advice would you give to these professionals regarding what to communicate to their clients? 
Sheldon: Privacy and discretion are paramount for HNWIs. Igniyte will advise:

-- Conducting detailed online audits and monitoring for potential risks (with specialist tools detailed previously);
-- Having a crisis management plan in place with tried and tested counter strategies;
-- Managing the flow of information, ensuring sensitive financial deals and personal data are not easily accessible. (We have examples of clients where an unwanted media headline discussing an £xxxm deal or open access to private clients and contacts on a personal LinkedIn profile have left the individuals at risk.); and
-- Regularly reviewing privacy settings across digital platforms.

Many HNWIs prefer to remain private, but this often conflicts with the need for a credible and searchable presence for business and career purposes.

Working with a specialist reputation management firm allows individuals to remove or protect personal information while simultaneously crafting a strong, positive online narrative. A combination of PR and search engine optimisation strategies can ensure that positive or neutral content ranks highly in search results, reducing the impact of negative media coverage or online comments. Ongoing monitoring and crisis planning are also essential for long-term protection.

Jackholt: We advise high-profile individuals leverage monitoring tools to track potential risks to their reputations and take pre-emptive action before issues escalate.