Given the pandemic driven adversity, proactive engagement of stakeholders to manage organizational legitimacy is key. In crafting survival plans, conflicting priorities are inevitable, hence the need to align. Legitimacy risks should be mitigated proactively. Resorting prematurely to applying litigious pressure on customers, employees, policy makers and civil society to respond in a particular way, is risky. It has the potential of undermining sound relationships, norms, values, public approval and trust. Legitimacy, like brand equity can be ‘lost overnight’. Engaging and influencing ‘salient stakeholders’ is difficult, yet if executed well, it benefits all.