Look on my works, ye Mighty, and despair!"
Nothing beside remains. Round the decay
Of that colossal wreck, boundless and bare
The lone and level sands stretch far away" Percy Shelley (1819)
Once, Ozymandias was a famous king - but his reputation faded. A month or so ago, the BBC's reputation was in pretty good health. But things change - and schools need to be aware of this as much as tyrants and corporations, especially in these days of global instant Internet access*.
There is no quick fix to create a reputation. A reputation is built on good service, hard work and innovation. Many schools have built this up over many years. But reputations need to be sustained. This takes two parts - constant honest two-way communication with stakeholders and constant vigilance to ensure that standards are maintained. The BBC's crime was to play fast and loose with its hard-won reputation for truth. Ozymandias eventually stopped communicating at all.
Who is responsible for your school's reputation - your most precious asset?
*If you want more facts about online reputation risk, I was sent this excellent Infographic by Brendan Schneider