subject: Reputation Management Brings Business Image-handling Into The Modern Age [print this page] Reputation management is the PR of the modern age. Reputation management and public relations teams perform very similar tasks but in widely different arenas. Reputation management is PR for the web.
Like traditional public relations teams, reputation managers are responsible for A) promoting the company's goods and services, and B) dealing with problems that could threaten the company. The difference between reputation management and traditional public relations is the arena in which they operate. Reputation management works strictly on the Internet, which requires a completely different set of skills in addition to those of traditional PR professionals.
Reputation managers accomplish both their objectives in the same basic manner: ensuring the first few pages of search engine results contain either positive or neutral information about the company or its products. To this end, reputation managers must be well versed in the disparate forms and methods of online marketing and communication.
To effectively carry out their duties, reputation management specialists must understand each of the media formats available online and how they relate to each other. This includes everything from blogs and discussion boards to audio and video outlets. A good reputation manager will know how to use each one individually greatest effect and also how to network the various media together for even greater results.
For example, a blog is an excellent information outlet by itself, but when it incorporates video or an interactive element and provides links to them, it becomes a much more effective vehicle for important information. It also encourages viewers to visit other web sites dedicated to the same topic. The more sites reputation managers can add to their network, the higher up their content will appear in the list of search engine results.
Two important outlets that many businesses overlook are video and photo web sites. Pictures and videos are some of the most popular media formats on the Internet because they are easy to understand and take up less of the viewer's time. Short video clips, targeted and tailored to specific audiences, are possibly the most effective way to disseminate a message quickly. These kinds of multimedia presentations often appear near the very top of lists of search results, making them invaluable reputation management tools.
As businesses continue to shift their focus to the digital realm, reputation managers are becoming ever more vital. It is a new sector of public relations waiting to be explored and developed.
by: Christian Heftel
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