If you’re shopping for a firm to execute a reputation management campaign there is an excellent chance that you’ll come across a firm or two that are going to use black hat SEO techniques to occupy the top rankings in the search engine results pages.
These techniques may include the creation of link farms that post thousands of links originating from duplicate content that is spammed across the internet. Other techniques include:
Traditional public relations was the way companies managed their reputations and their public image. Whether the campaign was proactive or trying to fix an issue that was hampering a client, the typical PR response was made up of positive press releases and images of an organization helping endangered animals, orphans, or impoverished communities.
It’s almost impossible to win with shameless link baiting, especially when it relates to a tragedy but that didn’t stop The Huffington Post’s blogger Tricia Fox from trying it anyway. On the day following the death of Amy Winehouse the posted her first blog titled “Amy Winehouse’s Untimely Death Is a Wake up Call for Small Business Owners” and a reputation management crisis was born.
As hard as you work to build your brand and your company’s image, it can all come tumbling down in a heartbeat through an accidental mishap, an accident waiting to happen, or a rumor that gets out of hand thanks to ease of getting consumer generated content on the internet.
Reputation management can be a difficult task to execute well. Most people either ignore reputation management altogether, or aren’t exactly sure how to repair or create their reputation. Tens of thousands of press releases fly around Internet on a regular basis, filling cyber space with poor attempts to build a company’s reputation.
Brand and strategy research can have a great impact on your reputation management strategy. Knowing and understanding the messages that are floating around can help you decide what direction you’d like to go in, as well as possible pitfalls.
When it comes to media relations or public relations, most business executives want to be on the cover of the New York Times. However, as many politicians and CEOs will attest to, being on the cover of a newspaper or magazine may be as negative as it can be positive. Building a relationship with the media is important, both for the major stories that can possibly happen and the minor everyday stories that happen on a regular basis. While the media can be tricky, and even on attack mode lately, like all industries they operate on trust and relationships and establishing credibility with them is an important task. Establishing credibility can have a profound impact upon the success of any political campaign, press initiative or marketing campaign.
There is a good chance that, at some point, reputation management for your company will become a necessity. The following are a few of the aspects to consider and implement.
Even the guys you would think know a couple of things about reputation management sometimes make the kind of big mistakes that leave people just shaking their heads. The latest example comes from Microsoft’s United Kingdom PR account regarding the death of Amy Winehouse. In reaction to her death, Microsoft Tweeted “Remember Amy Winehouse by downloading the ground-breaking ‘Back to Black’ over at Zune…”
Reputation management is often perceived purely as a defense strategy to be put in place once a company comes under attack from negative publicity on the web. In reality, reputation management strategies can provide many benefits beyond the very important aspect of protecting a business’ reputation.