Gary Lineker is a perfect example of what can go wrong if you fail to manage your reputation effectively.
The BBC’s highest-paid presenter was already under close scrutiny from his paymasters after a series of politicised social media posts.
His opinions went against the BBC values of impartiality and gave fuel to the fire for sections of the media that love to criticise the national broadcasting corporation.
When he shared a video about Zionism which featured a rat emoji it was a catastrophic mistake for the high-profile presenter of Match of the Day and the final straw for the BBC.
Lineker apologised, left his job and will now go on to concentrate on his podcasting interests.
But he would not have wanted his 30-year career at the BBC to end in this way. This was highly preventable.