Why is reputation management important? How does reputation management play a role in successful (or unsuccessful) crisis communication?

What are key elements to successful reputation management?

Most, if not all crisis always give early warning signs. With that said, what is the importance of signal detection in crisis communication?

Furthermore, please give an example of effective signal detection. 

400 words split fairly on each question (please write question out and answer then) It's NO apa format and NO citation needed!