Public Relations pros must own reputation management 

Why Reputation Management Expertise is critical for PR Firms

“Reputation management” was once strictly a PR term.

We learned about it in our college courses and included it on our websites as a practice area.

In the past few years, however, reputation management was taken over by the search engine optimization world. Today, when you mention the strategy, many equate it with company-wide image management, including manipulating search results by pushing down, burying or suppressing negative content and links.

Here’s how Wikipedia defines reputation management:

Reputation management refers to influencing and controlling an individual’s or business’s reputation. Originally a public relations term, the expansion of the internet and social media, along with reputation management companies, have made it primarily an issue of search results.

Ouch!

How you are initially viewed online is critical to your organization’s image, but your reputation crosses many other parts of your business. I believe that PR pros are best suited to manage this on behalf of the organizations we serve, either as in-house or outside counsel.

Online reputation is more than search results

If you think your online reputation is just about search results, then you’re turning over your organization’s image to your search engine marketing team. Though they play an important role, they shouldn’t be the only ones who are concerned about your reputation.

 

Managing Your Company Reputation on Review Sites

Who is in charge of online reviews for your organization or client? If you have placed search engine marketing pros at the helm, you can be vulnerable. Millions of people look at online reviews across multiple sites, and it should be a customer service function more than anything else.


Sourced from: m.prdaily.com

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