Oct 15, 2026 · 38 min · 11 segments
As family offices and prominent families become more visible, managing reputation requires thoughtful planning long before a crisis occurs. Brian Adams is joined by Crayton Webb, Owner and CEO of…
Big picture, I'm seeing more and more family offices, principals, ultra-high-net-worth individuals, founders be more external facing, be it for deal flow, um, a broader PR purpose, um, nonprofit foundation.
But I think, you know, for a whole host of reasons, a lot of these folks that may have been under the radar a generation ago are now have, at least, if not themselves, have an external facing group.
Why is it you think that they're making this shift? And have you seen the same in your own client cohort?
Uh, so whether it's, uh, the, the principal who, who has been saying for y- "Hey, like, we wanna stay below the radar," or maybe they've been saying, uh, you know, "We wanna do the right thing.
This is about giving back." Um, if, if they're smart, they're surrounding themselves with really smart people who are asking about the next generation and what's next.
And one of my phra- favorite phrases is how do you wi- how do you build goodwill in the bank of public trust? Because for most brands, whether it's a corporate brand, a consumer brand, a nonprofit brand, or let's face it, a personal brand, it's not a matter of if something bad happens, but when.
And for some of these folks that you work with, they're only one political donation away, right? One philanthropic donation away, one investment away from, or one of the brands that they have supported for years and years, one corporate scandal away from it all getting connected back to them.
So how do they build goodwill in the bank of public trust so they get the benefit of the doubt not for if the crisis happens, but when? And part of that, and it's a dirty word, it's the C word, it's credit.
When do they take and get credit? And the smart ones are figuring out or at least asking the question: how can someone else give us that credit? I'll stop there.
And I've heard it, you know, from folks in your world that [chuckles] you may not wanna be participatory in this, but in today's world, if you don't craft your own narrative, somebody will do it for you, and you may not like what it says.
If you don't tell your story, someone else will do it for you, or worse, perhaps no one will.
So, uh, of course, you deal with a lot of folks who, who talk about legacy, and it may not be a personal legacy, but it could be a family legacy, and that could be philanthropic in nature.
There is a reason why people put their names on hospitals, on bridges, on schools.
Big picture, I'm seeing more and more family offices, principals, ultra-high-net-worth individuals, founders be more external facing, be it for deal flow, um, a broader PR purpose, um, nonprofit foundation.
But I think, you know, for a whole host of reasons, a lot of these folks that may have been under the radar a generation ago are now have, at least, if not themselves, have an external facing group.
Why is it you think that they're making this shift? And have you seen the same in your own client cohort?
Uh, so whether it's, uh, the, the principal who, who has been saying for y- "Hey, like, we wanna stay below the radar," or maybe they've been saying, uh, you know, "We wanna do the right thing.
This is about giving back." Um, if, if they're smart, they're surrounding themselves with really smart people who are asking about the next generation and what's next.
And one of my phra- favorite phrases is how do you wi- how do you build goodwill in the bank of public trust? Because for most brands, whether it's a corporate brand, a consumer brand, a nonprofit brand, or let's face it, a personal brand, it's not a matter of if something bad happens, but when.
And for some of these folks that you work with, they're only one political donation away, right? One philanthropic donation away, one investment away from, or one of the brands that they have supported for years and years, one corporate scandal away from it all getting connected back to them.
So how do they build goodwill in the bank of public trust so they get the benefit of the doubt not for if the crisis happens, but when? And part of that, and it's a dirty word, it's the C word, it's credit.
When do they take and get credit? And the smart ones are figuring out or at least asking the question: how can someone else give us that credit? I'll stop there.
And I've heard it, you know, from folks in your world that [chuckles] you may not wanna be participatory in this, but in today's world, if you don't craft your own narrative, somebody will do it for you, and you may not like what it says.
If you don't tell your story, someone else will do it for you, or worse, perhaps no one will.
So, uh, of course, you deal with a lot of folks who, who talk about legacy, and it may not be a personal legacy, but it could be a family legacy, and that could be philanthropic in nature.
There is a reason why people put their names on hospitals, on bridges, on schools.
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