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 Corporate Reputation Management (RM) is a concept at
the core of the communications profession — one that has matured
into a management discipline over the past 20 years that extends beyond traditional domain of the
function. As it has matured and expanded into the realm of
business strategy and corporate governance, Communicators are seen as the go-to experts
inside their organizations. This on-demand, professional development offering
is designed as a certificate-of-completion program to equip management-level communicators with solid perspective of best practices and resources to
meet the changing expectations of senior management for Reputation Leadership.
After successfully completing the series, registrants will be awarded
a certificate-of-completion.
Responsibility for Reputation Management can be overwhelming.
This module will explore the skills, tools, and proven processes necessary to be a successful Reputation Champion.
Participants will learn how to identify the key elements of an organization’s reputation so that one can build programs, establish benchmarks and elevate and enhance a corporate reputation.
Aside from Communications, only the CEO role is structured
to care more about Corporate Reputation. Participants will gain perspectives about the increasing pressures facing today’s businesses and
its leadership. This module will provide practical tips for framing issues
about the company, winning CEO support and partnering with senior leadership to strengthen your organization’s Reputation. Fitting Reputation into an org.
In this module, participants will hear from an executive
who has managed the evolution while also tying together the concepts of Corporate Reputation, Corporate Brand
and Corporate Responsibility.
Google "Reputation Management" and you’ll quickly learn that SEO
companies have hijacked the term for "ORM", rather than the strategic management discipline.
At the same time, new digital and social tools
present the greatest threat (and opportunity) for your organization’s
Reputation. In this module, participants will explore how to connect the dots from an exec who has
led the way. One of the best ways to help your organization understand Reputation is through quantification. This module will explore how to be pragmatic, targeted and actionable when you bring
measurement to your organization. Too often, Corporate Reputation and Corporate Responsibility are disconnected.
In this module, participants will hear from an executive who has seen the evolution and can demonstrate the links among Corporate
Reputation, Corporate Social Responsibility and Stakeholder
engagement. Additionally, this module will further explain to participants a path forward of how to set the vision for their organization. Since 1989,
the leadership team at Heyman Associates has built a reputation as trusted advisors
to CEOs by focusing on one thing and doing it well. From the start,
they have immersed themselves in one profession: communications
and public affairs. This module will discuss the importance of focusing on building an evolved skill
set as you plan the next steps of your career
as a Reputation Champion. Managing across divisions
and geographies can be challenging. This module offers tips and techniques for winning support of your
programs across all management levels. Participants will learn how to align business objectives, build stakeholder
relationships, address operational issues and enhance their organizations’ reputation.
Over the last 6 months your website has seen a tremendous return from our SEO services and I was wondering if you’d be
open to sharing your experience with others. As you
know, we’re a small working day and night to grow - a few kind words would go a long way.
If you could spare :30 seconds, here is the link to
our Google Places page: Click to review. This email has a 100% conversion rate.
These reviews are crucial because they show up for branded searches and critical keyword searches (assuming your
website is ranking, of course). Having a perfect 5 star rating
will skyrocket your Google click through rate - having a low one will kill it.
Google also has a tough review filter, although
much more lenient than Yelp’s.
The best way to get rid of bad reviews is to bury them with good ones.
If you’re just starting out you’ve undoubtedly done business with friends or family.
There’s no shame asking to leave you a couple
of kind words! There’s no law saying reviews have to be about your business.
Who you are as a person is important too. Contact
people from your network and ask them to review your character, work
ethic or how you always wear matching socks. Big G frowns
on this but I don’t care. Reviews matter.
It’s worth taking a haircut on revenue to build yourself a solid reputation. I recommended this
method to my client and it worked wonders. By leaving
a link in his email signature with a small call to action (Like Our
Service? Leave Us a Review!) he was able to get 35 reviews in 2 months.
If you’re providing awesome customer service via email, people are happy to leave a review!
Your online reputation matters! One bad review can undermine what you’ve worked hard to build.
If there are one or two bad reviews about your business,
use the methods listed here to take back your brand. If there’s
a bunch of reviews…it might be time to think about a new career!
Internet reputation management, a service rendered by SEO firms, helps to create a positive brand image.
If a simple search on the net for your brand or company
reveals not only good information, but also negative listings that show it in a bad light, reputation management is definitely the need of the
hour for you. Even if you enjoy a very successful
reputation online, it would do you good to be aware if any customer, ex-employee competitor,
or anyone else is posting malicious comments about your company online.
The problem should be curbed early to avoid
problems in other areas such as sales, recruitment, financials and investor relations, which would spoil your brand.
What is Successful Internet Reputation Management?
Proper planning after understanding what your end goals are and studying the search engine
setting where you would be competing. Keeping a watch on what people are saying about your
brand name online through the utilization of alerts (Google, Yahoo), brand tracking using personalized RSS feeders, and examination of
websites related to the industry. Determining what
type of sites carry the negative information and examining how
the negative publicity is affecting your image. Remedial measures like
blog, article and press release creation; forum participation; keyword optimization; videos;
social network profiles; and PPC campaigns in a way that
would promote a good brand image and restore credibilty.
The mark of a good strategy would be that anyone wishing to
know about you or your business would only see positive subject
matter in the search results with your name or business.
One should be careful not to follow any practice that would further engender one's already weakened reputation.
For every organization, their reputation in the market is the most important
thing. It is these aspects that every organization has carefully, step by step, earned, over the years of their being in this industry.
This is the reason that to retain and improve their credibility in the market, these organizations take
many steps. Such important is reputation for these organizations that they carefully count every consequence
before taking any step. In current times, with intensive increase in competition in almost every industry, organizations
are availing every promotional tools and models to boost their popularity in the market.
However, there are situations where promotional tools
find it quite difficult to boost the performance of any particular organization, beyond a certain point.
There could be many reasons which can be attributed
behind such kind of situation. However, among them it's the quite formidable
reputation of the competitive organization that is the most vital.
So, in order to boost the popularity of any particular organization, some novice online promotional services offering firms
have designed and developed negative advertising and marketing tools.
These tools target the reputation of the competitors to boost the performance of
their clients. There is no dearth of negative promotional activities and campaigns,
using which the reputation of any organization can be targeted.
Such lethal are these malicious campaigns that it can immediately create a negative influence
about the organization.
So every organization that is quite serious about their online reputation should avail Online Reputation Management services to save themselves from such negative
campaigns. Being aware about such attacks is the best defense against them.
However, if you are limited on resources and personally can not
take steps to protect your online reputation, then it
is better to avail services of any competent and respected SEO Reputation Management services offering firm.
There are many advantages of availing such Search Engine Reputation Management services.
By availing such services any organization can both protect their online reputation and also make themselves more visible
to the online users. Author's Bio: Wildnet Technologies is an expert author to write articles about SEO Reputation Management for
UK. Please Register or Login to post new comment. What does the future coach look like?
In today’s technology rich world, if you’re not
proactively protecting your brand, your reputation could be at risk.
Online reputation management is a real issue even if you’re not active in the social realm,
social influencers are. For this reason, having a strategy is critical to
connecting with current and prospective customers, as well
as differentiating yourself from your competitors. While you can’t
control what’s written about your business, you can certainly help
shape the agenda in the social realm. To help you achieve a healthy
online reputation, we put together this easy-to-use guide.
Your reputation is a valuable asset! Take a few moments to read this resource to see what you could
be doing to manage your online reputation.
Left unchecked, your brand is portrayed on the internet by a machine.
It may not have your best interests at heart.
Reputation management enables a degree of message control specifically tailored to the
online environment. For all the effort and attention that we give to character,
it’s reputation that really matters. This is especially true in the business world.
But today reputation is focused and distorted through the lens of artificial intelligence
systems. That's why online reputation management services exist - to provide balance and a
degree of control. What is reputation management? Reputation management is the effort to influence what and
how people think of a brand or person when viewed online.
Put another way, character is who you are.
Reputation is who other people think you are, and today it's based mainly on what artificial intelligence systems portray
about you rather than first-person experience.
Who controls brand reputation? Can online reputation be managed?
Reputation management goes by a variety of names — online
reputation management (ORM), internet reputation management, rep management, brand perception. Whatever
you call it, the goal is to shape public perception about a person or
business, though you may be surprised to learn just how little control brands and
individuals actually have over their reputations.
How to manage a reputation - how much control do you really have?
We’ll first provide a more detailed explanation of reputation management, which will demonstrate just
how important it is. Second, we’ll demonstrate the amount of control
you have over your reputation. Finally, we’ll float the question, can reputation be managed?
If you want to understand reputation management, this article is your essential primer.
If your company’s reputation is at risk, then grasping the basics
of reputation management is critical for your business’s ongoing survival.
If you want to shape your own personal reputation, then knowing
what’s at stake, who’s in control and how to influence people’s
perceptions starts with the same foundational question: What
is reputation management? What is reputation management?
Reputation management is the effort to influence what and how people think of a brand or person.
The above definition covers what reputation management is
at its core. But of course there is much more to it.
Definitions can only take you so far. A vast amount of communication happens online.
We meet friends, we solve disagreements, we hear about businesses, and we read the news.
We even spend our leisure time online. It’s inevitable,
therefore, that reputation management happens mostly in the online space; in fact,
the terms reputation management and online reputation management are now virtually synonymous.
So reputation management happens online because
that's where the majority of our communication happens. Since people choose to interact on online platforms, reputation management companies
use social media and SEO tactics to achieve their goals.
Reputation management lives within the wide world of sales and marketing, and though it can be described as a "tactic," it’s hardly negligible.
In reality, reputation management lives at the heart of sales and marketing.
Because what people think of a brand influences everything about that brand.
With a good reputation management plan, you can clear the way for positive messages to have the maximum effect.
When people already believe in your company's mission your content will reach more of
its readers. We’re not overstating the case when we write that reputation management is
essential for a company’s survival. Enron vanished in the wake of corruption and the ensuing public relations backlash.
Other giants like BP, Wells Fargo and United Airlines have been able to withstand reputation blowups,
but not without serious costs. These are all examples of how
the emergence of online communication platforms has made reputation more delicate.
Whereas before people who had a bad experience with a business may have only
told a few close friends, now they have the ability to publish their views online, where they may
be viewed by thousands, even millions of people.
These days, a single badly handled situation can plunge a company
into bankruptcy. As you may remember, in the fall of
2017, officers forcibly removed a passenger from United Airlines flight 3411 from Chicago to
Louisville. Following the massive negative public exposure,
investors watched in horror as United Airlines hemorrhaged nearly a billion dollars in market cap value.
United Airlines is still flying the skies, but not without a permanently
marred reputation. Other companies — smaller ones,
or less capably equipped ones — would simply crash and burn in the wake of this kind of reputation disaster.
We've mostly focused on reputation management as it applies to businesses thus far, but
it’s important for individuals too.
It’s an area of interest for the billionaire hedge fund manager attempting to cover up an extramarital dalliance gone public.
It’s critical for the singer who accidentally made a big real estate
photography mistake even bigger. Since personalities often are businesses, it makes sense that they would benefit from reputation management.
Most people in the modern world cannot live their lives in anonymity.
If people know your name, they'll Google your name. It’s just what people do.
Just ask Kylie Jenner's former best friend, Jordyn Woods.
Her reputation took a nose dive in February after she was
accused of having an affair with Khloe Kardashian's boyfriend Tristan Thompson. There was nothing good to
be found online about the social media influencer
after the accusation, and she faced a relentless stream of memes,
negative press, and in-person bullying.
Whether the whole thing was true or just another Kardashian drama publicity stunt, Woods' reputation will likely suffer the hit for a long time.
Those of us without an outsize personality or billions to our name can afford to manage our
reputations ourselves. A flattering photo on Facebook,
an Instagram highlights reel, and a resume on LinkedIn that
only slightly exaggerates our finer points, and we’re good to go.
Individuals with more at stake — like a money-making personality or billions to
their name — may need to bring in the big guns. A Malibu beach home that
touched off one of the most famous reputation management scandals
in modern history. As we’ve pointed out, if your
reputation is down the tubes, so is your business.
In fact, 87% of customers will reverse a purchase decision after viewing negative content about a brand or product online.
It’s no surprise, then, that businesses shell out tens of thousands of
dollars a month in an effort to preserve or improve
their reputations. If you knew you could prevent a potentially devastating crisis,
wouldn’t you pull out the credit card? As search engines have
all but replaced word-of-mouth referrals, online
reputation management has become an industry that purports to exercise massive sway over public opinion. A company’s reputation is their Yelp rating, New York Times takedown or viral Colbert burn.
What appears at the top of the search results is what people see, believe and respond to.
Like nearly everything in life, reputation management
has an ethical dark side. You can’t simply decide that reputation management is inherently evil or good.
It’s used for both. And, yes, reputation management does have its abusers, just as there are
those who misuse the natural beauty of a stick by beating someone
on the head with it. Some thieving types will hire reputation management practitioners to cast aspersions on a company so
the masterminds can short its stocks and make out like actual bandits.
Others will take a flamethrower to a CEO’s reputation, again benefiting from
the subsequent drop in stock prices. Thankfully, the bulk of reputation management is not bad.
Reputation management exists, in part, because people are more likely
to believe, share and spread negative news than they are positive news.
That's why a single misstep can snowball to
have lasting effects on your reputation. Reputations need tending.
Yet many businesses lack the time, expertise or knowledge to
touch up their Wikipedia entry, polish up the About Us page or solicit a few more positive reviews on GlassDoor.
A local mom and pop coffee shop may need professional insight into improving their Yelp ratings.
An online retailer may want help sprucing up their Amazon product descriptions and ratings.
There is no one-size fits all approach to reputation management.
There are, however, a number of legitimate, ethical, and effective tools
to navigate the process.
Businesses can take advantage of SEO, technical optimization,
social response tools, reputation monitoring, link
portfolio management and a bevy of other methods to manage
their online reputations. In sum, reputation management has to do with influencing what people see and how they think
about you or your brand. In today’s plugged-in world, reputation management happens in the digital sphere and is
a core component of a brand’s marketing strategy — in fact it’s critical
to their overall survival. As reputation management grows in importance for both individuals and businesses,
we can acknowledge its unethical manifestations while realizing
just how effective it can be when used properly.
Who's in control of your reputation?
Perhaps the most salient reputation management question to answer is Who’s in control of the reputation?
This is the single biggest sticking point in understanding reputation management, and it’s a huge reason why reputation mis-management
is so rampant. Misunderstanding this crucial first point leads to a multitude of
sins, false steps, confusion and outright blunders. Let’s
answer the question as clearly possible: A brand or individual has very limited control over their reputation. Although there is no scientific way to analyze what portion of your reputation is under your control,
here's a helpful way to visualize it. If your reputation is the large blue box below,
the portion that you control is the white box in the lower left—and it’s very small.
Reputation, as it turns out, is largely out
of our hands. At the risk of being redundant, here’s the definition of reputation management once more: Reputation management
is the effort to influence what and how people think of a brand or person. At its
best, reputation management is only an effort.
And note that reputation management attempts to influence
how people think. And that’s our point. Reputation management deals in the murky waters of psychology, where cognitive biases, individual perceptions and past experiences wield enormous power.
What do you control about your reputation? In terms of your business’s reputation, you control
your business’s actions. And it’s possible that even on that point, your control
is limited.
 Running a business is obviously a large
task. Businesses have a lot of moving parts. Many businesses have a lot of employees,
each of whom has some degree of autonomy in how they function, what they say and how
they live their personal lives. Though you control some things in running a business, you don’t control everything.
You can’t. And that leaves your reputation in the
hands (more precisely, the minds) of those who perceive your company.
The actions that you undertake as a business leader do shape
reputation in some way. If, for example, you decide to embezzle millions of dollars, put cyanide in your donuts or openly support weapons smugglers,
these actions will have a marked impact on your reputation. What don’t you control about your
reputation?
Almost everything. Even if your actions are cautious, circumspect and
limited in their scope of impact, your reputation takes on a life of its own in the public mind.
There's no controlling it. To make this point, let’s
use a simple example. Let’s say you run a spaghetti restaurant.
Quality, sanitation, employee training, recipes, ambience — you’ve worked hard
to make sure that everything is perfect, that your sauce is well-seasoned and that your spaghetti is piping hot when served.
One day, you serve a customer your tastiest spaghetti dish at the normal serving temperature of 113 degrees.
The customer, unfortunately, was expecting their plate of noodles to
be 119 degrees. Early in life, they had a horrible experience with colder-than-expected pasta,
a memory that is now mixed up with being cut off from their
family, experiencing poverty and losing their
hair. Instantly, your restaurant’s reputation is suspect.
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