You may have heard of reputation management services, but you delayed
using this service because you are not sure whether or not you need it. You may
feel confident about your company’s marketing strategy and feel that your brand
is relatively strong. However, given the speed of the news cycles on today’s
Internet media, all it takes is one negative news story to land your company in
hot water. Just as you need the number of a good plumber in case your pipes get
frozen, so you should also have the contact information of a reputation
management firm available if a negative news story affects your company and can
persuade your customers to take their business elsewhere.
One of the biggest mistakes companies make is to
frantically search for a reputation management service firm in the middle of a
scandal when they are trying to combat a negative news story. In this state of
panic, it might be difficult to find the best firm to help your company’s reputation
and it might be difficult to counteract negative stories if they have already
gone viral. You should be ahead of the game and already have contact with a
reputation management service so you can enlist their services immediately if
there is a public relations problem that needs to be fixed.
You are more likely to believe negative stories
about a stranger than malicious rumors about someone you have known for years.
This is true in your personal life and also is relevant in the world of
business. It is a good idea to enlist the services of a ReputationDefender Linkedin to build brand awareness so you
are protected against any bad media coverage that could erupt suddenly before
it spins out of control. You should already be in touch with a reputation
management service that has a content and social media strategy to encourage
awareness of your brand.
Should Work With
A reputation defender should have years of
experience in the field and be adept at marketing, including social media and
search engine strategies. The firm should know how to contact mainstream media
and pitch stories while ensuring that they are shareable on Facebook. The
company should also be skilled at creating Facebook and Twitter updates that
attract plenty of likes and comments and engage people in a discussion about
your brand. Producing content is an important part of building brand awareness
and fixing your reputation. A solid content strategy focuses on both quantity
and quality of articles in order to bring more users to your website with the
right search terms.
You should hire a reputation management company
that is skilled in the use of technology and can use analytics to the benefit
of your company. They should be able to tell you right away if the strategy is
working or not and how your company is faring on news sites and social media.
The company should be able to sense if something is not working and adopt a new
strategy that will enhance your company’s reputation. In addition, use positive
reviews to your advantage and encourage satisfied customers to share positive
testimonials about your products or services in a way that will grab attention.
Give up Hope
It may be easy to despair when there is a truly
devastating news article or series of bad reviews about your product or
service. However, think about how many large companies survived a significant
scandal only to revive their reputation. Even the bad press does not disappear
immediately, every news story has its limit, and if you have a strong
reputation management company to work with, you can pick up the pieces.
Sometimes companies use attacks against them to
their advantage. Dominos pizza engaged in a rather gutsy PR campaign that acknowledged
the negative criticisms of the past. Honestly striving to reinvent its brand,
Dominos acknowledged in commercials that its crusts resembled cardboard and
created funny advertisements making fun of its former reputation. The honesty
and ability to laugh at one’s own brand earned the interest in the loyalty of
customers who might otherwise abandon the product. As a result, Dominos Pizza
was able to reinvent itself as a direct result of negative criticism about his
While the reputation management company can help
you recover from a negative publicity buzz, you should not wait for disaster to
strike before you have a third-party help you build your brand awareness and
create a strong, positive reputation in the mind of consumers. If you already
have a strongly positive reputation, it is easier to weather negative publicity
storms and to recover from a spate of bad press. Manage your brand often and
make sure you keep it in the news and in the minds of your loyal customers. In
addition to social media, word-of-mouth is a great way your customers can
spread positive news about your company.