The public-facing tactics and processes that public relations firms use are: media interviews, public functions and events, and reaching out to bloggers that have a lot of influence, corporate patrons, industry luminaries, and others that many people in the public listen to. Other tools and practices that public relation firms use are: promotions, contests, and giveaways that encourage people to participate, buy-in and brand loyalty among customers, social media campaigns (which is also widely used in online reputation management), press releases that highlight all of the items previously mentioned, and statements and leaks for the public to get ahold of (especially the media) Online reputation management is a big part of maintaining a company’s or a person’s reputation.
At times, online reputation management is thought of as “technical public relations.” The services provided by online reputation management services is usually less vocal than traditional public relations. Online reputation management uses search engine optimization, content management, social media, legal tactics, and more as much as possible to improve a company’s or person’s online image and build a fortress of authority and positivity around their personal or corporate brand. There are five discrete steps to online reputation management.
Online reputation management campaign usually consists of five steps that take place behind the scenes. They include: comprehensive research on the state of a pre-campaign online reputation including risk analysis and the development of web properties (owned websites, blogs, social media, third party sites, etc.). The steps also include: ongoing content creation and management for each property; blog posts, guest posts, social content, white papers, multimedia, and more) and a systematic, scheduled publication and broadcasting of completed content. They also consist of retargeting of content in response to changes in search engine behavior and a continuous promotion of content and properties. There are also certain actions that are part of an online reputation management campaign.
An online reputation campaign may include all or some of these actions: boosting the search engine optimization value of current web properties, pushing positive content and is mentioned higher in search engine results. The campaign may also creative new web properties that serve as additional sources of positive content and managing online review sites like Yelp, highlighting positive comments and scores without damaging objectivity. Never discount the power of online reviews: a recent Pew statistics report found that over seventy-percent of Internet users put a lot of faith in recommendations from their peers than traditional advertising. Other components of an online reputation campaign are: reaching out to and forming content-producing relationships with influences in the customer’s field and relentlessly monitoring, tracking, and improving the performance of all owned, earned, and paid for content channels. They also consist of: responding directly to some online messaging, submitting take down requests (under applicable laws and customs) when online publishers post information that is incorrect or defamatory, using legal actions in clear-cut cases of libel, and attracting social media followers and buzz. In this digital era, there is a clear right and a wrong way to handle social media and internet site reviews.