Reputation risk doesn't start with a crisis
It starts with narratives and perceptions. And most organizations detect them too late, after opinions are already set.
996 Advisors helps leaders identify, measure, and respond to narrative-driven risk before it impacts enterprise value.
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You May Already Be Exposed
to Narrative Risk
Narrative risk rarely appears as a clear signal. It builds across audiences, platforms, and stakeholders before becoming visible through events or crises.
If even one of these feels familiar, the signal is already moving.
You may be in the early stages if:
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Issues feel like they escalate without warning
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Different stakeholders interpret the same event in conflicting ways
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Online narratives move faster than internal awareness
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The issue hasn't hit the mainstream media yet, but conversation is building
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Conversations feel fragmented, polarized, or difficult to steer
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You are constantly reacting instead of anticipating
Reputation Risk Can Be Measured Before It Escalates
Reputation risk emerges when there is a gap between how an organization intends to be perceived and how it is actually perceived by its stakeholders. That gap erodes trust and can materially affect enterprise value.
Reputation risk is measurable.
The 996 Reputation Risk Framework identifies how these gaps form and evolve through three interconnected dimensions:
MOMENTUM
Momentum captures how the volume and intensity of conversation are changing over time. Rapid growth or sudden shifts in attention often signal emerging risk—or opportunity—before outcomes are visible.
AUTHORITY AMPLIFICATION
Which voices are shaping, validating, or accelerating those narratives. Not all stakeholders carry equal weight—this dimension identifies when influential actors are legitimizing a narrative.
PERCEPTION &
POLARIZATION
How different audiences interpret the same issue. Rising polarization signals that issues may be harder to resolve and more costly to manage.
Together, these dimensions provide early warning signals and help organizations prioritize where intervention is most needed.
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