Reputation Matters

Launching Outcast’s Reputation Management Practice — Marrying Crisis, Communications, and Digital Expertise

If 2020 taught us anything, it’s that reputation is everything, and brands in every industry must prepare for the unexpected. The combination of economic, health, social, cultural, and environmental issues with the rising demand for brands to be transparent about their values have forced conversations internally and externally in unprecedented ways this year.

Over the course of the last 10 years, I’ve had the good fortune to collaborate with Outcast on numerous projects and, in the process, developed close ties to the firm. So it was with great excitement that I joined forces with them last year to test whether we could create a crisis capability as part of the firm’s brand and reputation management function. By the end of 2020, we realized we were on to something, and decided to double down on the opportunity.

Perhaps most importantly, Outcast has the right DNA to excel at reputation management and crisis communications, based on a willingness to think big and meet challenges with relentless optimism, creativity, and resourcefulness. Outcast has some of the best talent in communications and digital marketing — passion for the work, unparalleled expertise and partnerships with clients based on a shared sense of values and mission. The teams’ work is consistently thoughtful, strategic, and executed with excellence.

There’s never been a greater need for the kind of well-rounded crisis and reputation management function that we can provide at Outcast. After collaborating with the team in 2020 on a range of client issues from leadership changes, workplace discrimination, litigation, and IPOs, I’m convinced that we have a differentiated approach to reputation and crisis management, and I couldn’t be more excited to lead that effort!

Amanda Duckworth is a reputation management expert. She has managed reputations through litigation, transactions, market challenges and full-fledged crises and has repositioned and reinvigorated established corporate brands to strengthen reputations. She was formerly a partner and chief marketing officer at venture capital firm, Kleiner Perkins. She previously founded and led the San Francisco office of corporate and financial communications firm, Brunswick Group and served on the firm’s global executive committee. Prior to Brunswick, Amanda led the marketing and communications function at investment banks, Montgomery Securities and Thomas Weisel Partners (where she was a founding partner) and law firm, Morrison & Foerster. Her career began at Edelman Public Relations in New York and she later moved to the Bay Area to assume leadership of the agency’s San Francisco office. Amanda has a LL.B. from the University of Wales, U.K., a postgraduate degree in legal practice and FINRA Licenses 7, 24 and 63. She sits on the board of The SF SPCA.

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