When I took my dream job as head of global corporate communications at Nike in 1997, little did I know it would turn out to be the most professionally challenging and rewarding experience of my life.

At that time, Nike had literally become the poster child for the anti-globalization movement and the number one target of nearly every labor and human rights organization around the globe. Major protests at Niketowns, demonstrations at annual meetings and on Nike-sponsored college campuses, global May Day marches, riots at the World Trade Organization meeting in Seattle and a daily pummeling in major media outlets around the world were the norm.

Nike was accused of running sweatshops in its contract manufacturing factories, which were mainly in Asia. The company was no accidental target. In addition to its business model of outsourced manufacturing, Nike was a high-profile, in-your-face global brand; its endorsers included many of the most famous athletes in the world; it was run by a billionaire, and at times controversial, CEO; and on top of that had some real issues in its factories, but never at the level of the accusations. But that didn’t matter.

I was fortunate enough to be a part of talented team that worked tirelessly day and night to ultimately restore the reputation of a truly great company. Along the way, I learned some valuable principles about how best to rebuild a reputation in a highly tumultuous environment. Here they are:

Know who you are. When all else fails go back to the mission of the company as your North Star.
Live your values. Know what you stand for and what you believe in.
Take responsibility. Admit your shortcomings and always be humble.
Substance precedes communication. Business reforms supersede then integrate with communications.
Be accountable. Establish performance metrics and share your progress externally.
Be transparent. It always leads to increased credibility.
Engage and collaborate with all your stakeholders, even your critics. It creates mutual learning opportunities and puts a human face on the organization.
Define, don’t defend. Define yourself or others will do it for you. Be on the offense, always.
Be inspirational. Inform, inspire and motivate your most important stakeholder – your employees.
Stay close to your customers. Keep the brand fresh and relevant and remember you still have to sell your products and services.
Communicate. Let others talk for you, speak with one voice and remember tone and volume matter.
Anticipate and prepare. Prepare for the unexpected in a world where everything and everywhere matters. Research and track your reputation.

It wasn’t easy, but today Nike is considered one of the most admired companies, one of the best employers and a leading corporate citizen. Something some would say was impossible. But it’s amazing how much a belief in making the impossible possible and following a few simple principles can accomplish. I was proud to be a small part of it. Just Do It!

As appeared in PRNews as part of the Lessons Earned series in partnership with The Institute for Public Relations.