How do you manage the reputation of your company? It’s difficult, and there are many moving parts. That’s why so many hire help from a firm or solo practitioner. Not a week goes by when I don’t hear about a business owner fretting over a bad Yelp review or an article damaging to their business or industry.
There are a few basic elements to managing a reputation, such as:
- Publishing content that tells the story of your organization in an authentic way
- Monitoring what’s being said and written online, to react to opportunities to respond
- Proactively pitch media with real news about your business
- Position the leaders of your organization as thought leaders and experts; offer them to media members as interview subjects or authors of whitepapers and editorial pieces
- Generate conversation among fans of the business
Of course, if a company’s reputation is bad because its product, service or customer relationships are bad, you may do all of the above and the company will still earn the reputation it deserves. Consider carefully your clients, PR and marketing people. And companies? Don’t expect miracles when you’re unwilling to improve the way you do business.
And now, a little Joan Jett and the Blackhearts . . .