Reputation management — protecting and safeguarding the imageand good name of your credit union — should always begin and endwith your ambassadors — every employee; from the corner office tothe mail room. It's a collective responsibility, one in which weall share.

As a matter of fact, the strength of any credit union's effortto manage its reputation is only as strong as its weakest link. Allit takes is one person's fumble and the public perception of yourcredit union could be severely damaged for days and months onend.

And, that fumble is not just limited to getting caught with yourhands in the cookie jar. It could be as simple as not responding toa customer inquiry, something tweeted out of emotion or notproperly addressing a member who has been wronged by an unfortunatebilling error.

Managing the corporate reputation can be a tough assignmentbecause people are more apt to share stories of mistreatment anddissatisfaction. Somehow, telling others to avoid an organizationthat has wronged them seems to temper the human psyche. It makesone feel better, as if justice has been dealt for the wrong thatwas committed.

One thing is for certain; always remember that the smallest ofgrievances can scar your good name just as easily as a headlinedmisdeed. If left unchecked, sooner or later you can count on themto come back and bite you.

Finally, to ultimately be effective, reputation management hasto be a continuous and ongoing process. Everyone on the creditunion's team is on stage, not just for the shift but 24/7, so it'simportant that everyone be constantly reminded about their role andthe influence they exert on the success of the organization.

It's a responsibility we all share — not just to the creditunion—but to one another as professionals, as reputationambassadors, and as people helping people.

Here are my 5 simple rules for safeguarding the reputation ofyour credit union. Feel free to add your rules to the list aswell.

1) Always acknowledge and respond politely andprofessionally to others.

It's the littlest of things that can make the biggest negativeimpression. Respond in a timely manner to your emails and phonecalls. When someone emails you a simple question, don't choose toavoid them by simply not responding to their inquiry. Choosing toignore or not acknowledge a person is a sure way to sow seeds offrustration and disrespect deep within their perception of you.

2) Keep your word.

If you say you're going to do something, do it. There is no betterway to undermine your credibility and detract from your authoritythan by not keeping your word or breaking a promise.

3) Behave as if you're always on stage.

Whether at the office, behind the wheel or at the grocery store,behave as if you're always on stage. Like it or not, you're apublic figure because you are associated with an organizationserving the public. They may not know your name but more often theywill remember your face from working the teller line at the creditunion.

4) Be prudent in what you post in the socialmedia.

Do you really want to post that political comment? What aboutFacebook and all the photos of you with a cocktail in hand at allthose Happy Hours? They may present you as the life of the partybut they can also make you out to be a big lush as well, morefocused on partying and drinking than on your responsibilities.Really, do I want to trust my money with you?

5) Be present to the other person.

Make people feel important by giving them your utmost time andattention. Look them in the eye when you are shaking their hand andbeing introduced, not over their shoulder at the next person whosehand you'll shake. When attending a meeting, engage those with whomyou are meeting. Don't be texting or paying more attention to youremail and Twitter feeds.

Now, be sure to share these Five Simple Rules with others.Remember, it's a responsibility we all share.

WaltLaskos is a relationship-building executive and principal ofThe LaskosGroup in Temecula, Calif.