Tag Archives: reputation.com

Tips to Rebuilding Online Reputation

reputation-balloon_02The saying goes, it takes 20 years to build your reputation, and five minutes to ruin it.

And with social media, you can lose it in even less time. Think about how long it takes to write a tweet. The good news is that for whatever reason a reputation is trashed, steps can be taken to repair it.

As part of GroundFloor Media’s service line offerings, we help businesses, organizations and individuals with reputation management issues. Tools we use include earned and paid media campaigns, enhancing social media and online presence and community outreach.

Read more after the jump…

Tips On Identifying A Social Media Crisis

reputation managementSocial media is a great breeding ground for a crisis, whether justified or not.

But before your company or client pulls out all the stops to try to save its reputation, here are some common sense criteria to help navigate through the storm:

Where is the negative issue brewing?

Negative comments on your company’s social media pages should most likely be addressed as these comments are now on your “home turf.” Issues that fall into this category include negative comments or reviews by members or the general public. Since this commentary is considered to be on your home turf, it is worth a response. This does not mean comments found outside own social media properties will not be addressed; but it is a good first question to ask.

How “loud” is the comment?

The Internet is a BIG place, and without some filters a lot of time could be spent addressing everyone who shares negative issues on social media. Ask how much “noise” is being made about this particular topic? Pay attention to commenters with a small audience, but don’t fan the flames. More visible outlets might need a more proactive strategy.

Is the information blatantly inaccurate?

While many postings are about an individual’s specific situation and thus somewhat subjective, occasionally true misinformation will be posted online. In these cases, it is important to correct the facts.

What is the tone or topic?

If the tone of an internal conversation or post on a message board is not overtly negative, a response may not be needed. That said, if the comment raises slight concern, it should be addressed appropriately.

And remember to have a thick skin.

When to say ‘no’ to a PR client

Turning down a potential client can be hard, but in the short-term and long-term it will likely turn out to be a wise business decision that will save money and heartache.

To help make the tough call on when to say “no,” let’s review some established rules and less tangible ones that can be used before deciding to take a pass on a new client.

These are just few a red-flag rules, but if the client gets past these then the chances are better that you can create a successful relationship and do a better job of helping clients build—or rebuild—reputations.

Insist on immediate results. PR is a long-term process, particularly in crisis communications. Building a reputation can take time and an investment. Quick-hit PR campaigns rarely produce desired results.

Want to spin the news. Yes, the media landscape is fractured, but journalists can still smell when a company’s PR team is trying to spin the news. Plus, it’s just not a good practice. The truth may not get immediate results, but it helps build a brand reputation over the long-term.

Rift in the executive offices.
When there are divisions in the executive team, particularly as it relates to the PR team, it makes for an uphill battle. A successful PR campaign needs buy-in from all of the executives.

Seek a service agency. Successful PR campaigns work better when a firm is part of establishing the initial strategy, instead of simply carrying out a campaign. PR firms do this work everyday and bring established strategies, and know when to say something is not going to work, and, what will be successful.

Sketchy PR track record. There may be legitimate reasons why a company seeks to switch its PR direction and go with another firm. Take notice if the switch is a regular occurrence. It might be a sign the company doesn’t get PR or has unreasonable expectations.

No cultural fit. This red flag is based on the unscientific gut check. While you may not want to hang out with your clients after work, you do need to like and respect them and their business. Plus, work styles and expectations should mesh not just on paper.

(This post also appears on Ragan’s PRDaily)