While you’re busy creating a carefully crafted image of your client or company, the majority of your stakeholders will form an opinion based on information available online, often drawing quick conclusions solely based on the top results of a Google search. This means that no matter how many news stories you earn or blog posts you write, they will be rendered ineffective unless they appear prominently as part of your client’s online presence. By including digital reputation management efforts in your PR plan, you’ll be able to better build, monitor, defend, and restore your client’s reputation online.
To get started, here are five things you need to know:
- Take ownership of your own content
The first rule of digital reputation management is to take ownership of your online reputation. Your owned channels and relevant content should be the first thing that appears in a Google search; if they are not, you have some work to do. Start by making sure you have claimed all relevant social media and online profiles available, and use them to share content you want your key stakeholders to see.
- Prepare for a PR crisis
If you plan ahead, you can prevent – or at least mitigate – the impact of a PR crisis on your digital reputation. Review your online content to evaluate how it references or addresses topics that might become the source of a PR nightmare. Then play the role of a reporter to unearth unflattering search results that appear when using various combinations of keywords and the name of your client. Don’t forget to search by using nicknames, alternate spellings, and different versions of names and titles. Finally, contextualize your results and formulate a plan for how to address the possibility of a looming crisis.
- Monitor and manage Wikipedia pages
Wikipedia is often a prominent search result and considered by many to be a useful source of information about your company or client, so make sure that the information is accurate and not unfavorable. While Wikipedia strongly discourages editing articles related to you, it is perfectly acceptable to closely monitor page changes so that you can submit content for inclusion within articles. You can also notify editors of inaccuracies or vandalism. To catch any potentially malicious or erroneous edits, track your Wikipedia pages using the free Five Blocks WikiAlerts tool.
- Pave the way to your content
Most PR practitioners focus on pushing content through various channels with the hope that stakeholders will come across the right content in the right place, at the right time. Your target audience, however, is busy pulling information by using specific keywords that may or may not lead them to your client. To better control the pathway to content you want them to see, use a tool such as the Google Search Console to identify keywords that do (or do not) direct traffic to your target website.
- Leverage search engine optimization (SEO) and content marketing tactics
Ranking your desired content prominently in search is important if you want it seen by anyone looking for information online. For content to appear on top, focus on making it both relevant and engaging. If the search is for an individual, ensure the content answers the questions searchers are most likely to have about that person. You might also include video or other types of content the searcher may not have been expecting. Content that is not good enough will lead readers to “bounce” by quickly clicking the browser back button. Content that attracts bounces won’t rank as high as pages with engaging and interesting content.
At Five Blocks, we frequently partner with PR professionals to help their clients achieve a fair digital representation of themselves and their work with the help of data, proprietary technology, and over a decade of expertise.
If you’re looking to implement a digital reputation management program, or need help managing your digital reputation, contact us for a free assessment of your current situation.
Many of our PR firm partners and existing clients have been asking us about the controversial “Right to be Forgotten” ruling passed by the European Court of Justice – the highest ranking court in the EU. We’ve created a special Five Blocks report that is a distillation of hundreds of news articles and blogs on the subject.
The Five Blocks report is now available to the public on our website. We anticipate publishing at least two Five Blocks thought leadership articles on the subject in the coming days. As always, we welcome your feedback and updates on this constantly evolving story.
Domino’s Pizza Retrospective: Why PR Must Own the “Google Top Ten” in Today’s Era of Online Reputation Management
This piece was written by David Goldman and originally appeared in the Daily Dog on April 27, 2009.
PR firms are responsible for their client or company’s reputations. Similar to the Domino’s fiasco, if a negative video or blog reaches into the top ten of Google search results for a client’s brand name, it’s called a “PR problem.” So why aren’t PR firms called on more often to fix the problem with their client’s online reputation?
One answer is that most people assume that Google search results are like the weather. We have the tools to measure them and possibly predict them, but we can’t change them. Fortunately, the situation isn’t that bad. Experienced online reputation management (ORM) firms working in tandem with PR firms can control a client’s search profile. The best way to get rid of negative results on Google is to take control of your reputation online. Another answer is that online reputation management should belong to the client’s SEO firm. This is a missed opportunity for PR and oftentimes untrue.
Progressive agencies are taking ORM seriously, partnering with firms or making internal hires to accommodate the growing need for bridging their traditional and even online efforts to ORM services. They realize that PR firms are competing with SEO companies to provide these services and understand the strategic as well as the financial sense in getting there first. Agencies should understand that they are often creating the message and image of the brand while SEO firms are technology people.
The Domino’s Case Study—Timely ORM Tips to Consider
Just over a week after the Domino’s “PR Nightmare,” many communications professionals are asking two questions: What can the brand do to salvage its reputation after the fact? And what can we do to prevent our clients from a similar crisis? Here is how our firm would work with Domino’s PR to clean up the mess:
There are at least three things that Domino’s Pizza should be doing now to clean up their online reputation. Although the buzz around the infamous video will continue to wane, the postings and marketing articles about the incident have the potential to linger for months, possibly years, unless the brand takes action. If you’re Domino’s, here’s what you need to do today:
1. Tweet to a stronger presence online. A company that is such an important part of American culture should be actively creating positive buzz online. Domino’s didn’t even have a Twitter account until after the crisis broke.
Pizza Hut recently posted a job offer for a summer intern to work on their Twitter account (see the posting here: http://news.cnet.com/8301-17852_3-10223100-71.html). That’s the type of planning that helps soften a social media crisis when it arises. With 125,000 employees at their disposal, Domino’s could easily distribute an internal memo advocating that employees open Twitter accounts and post positive comments about the work environment and the company. Twitter is one of the fastest ways to have a positive impact on a brand. Domino’s employees have a real interest in making their brand popular and keeping it strong. This will not only help supplant the negative content from the top search results in time, but help prevent a future crisis as well.
2. Develop and execute a video strategy. Currently, most of the videos that appear on YouTube and video-sharing websites for the keyword “dominos” are not about Domino’s Pizza. Had Domino’s occupied the top ten spots on YouTube for the keyword “dominos,” the effects of a rogue negative video would have been greatly mitigated. There was a lost opportunity as the millions of searchers for the keyword “dominos” could have also been exposed to positive messages from the brand in the form of videos.
In addition, the brand’s TV commercials should be systematically re-posted and optimized so they occupy the top spots for video searches of the word “dominos.” Management should also ask employees to create YouTube videos promoting the brand, empowering the employees to feel like they are part of the solution, not only the problem.
3. Go “deep”—leverage mini-sites. Domino’s probably thought that by having a consumer-focused website and a corporate homepage they had their bases covered. In truth, their web presence is shallow.
Creating mini-sites on a few important topics can garner excellent PR while protecting the brand’s online reputation. Some topics Domino’s could consider for mini-sites: a) Passion for Pizza (The Internet is the perfect medium for expressing the passion you have for your product or service.), b) Domino’s and the Environment (focusing on recycling or other green initiatives), and c) Domino’s Scholarships (or Domino’s Community Projects). Each of these mini-sites can occupy a top spot in the Google results if created and optimized by ORM experts.
The Bigger Picture—Why PR Must Own ORM
All of these suggestions are facets of a full-service online reputation management program. When ideas like these are implemented together with a program of reputation management focused on positive articles and links, a negative situation can be transformed into a reputation-building opportunity.
Although Online Reputation Management (ORM) has existed for several years, today the need for this service is more relevant than ever. It isn’t a question of whether companies need and seek this type of service anymore. The real question is: To whom will they turn?
We have met with many PR firms in the U.S. who offer a “blogging strategy,” creating and maintaining an optimized corporate blog for their clients. While this is an excellent first step, online reputation management requires much more than one well-run blog. These firms often subscribe to outside services in order to track their client’s reputation online, but rarely do they offer a solid measurable solution.
So what is the better model?
Answer: Stop offering blogs and start offering “search profile optimization.” A search profile is essentially what someone sees when they search for your client’s brand or product name; it’s the “Holy Grail of Search;” it’s the Google top ten. Today, there are several ORM firms with whom agencies and consultants can partner—offering a white-label solution to their clients to improve their search profiles. The ORM firm provides charts and graphs that track the progress of their work for the PR firm to merchandise back to the client with their ‘look and feel.’
There are methods (especially for clients who are vulnerable to the “Domino’s Effect”) that can greatly reduce the collateral damage of a scandal before it takes place. By “owning” the Google top ten before a crisis breaks out, PR firms can effectively prevent a catastrophe. On a brand’s marketing team, only the PR firm knows when the bad news is coming. Whether it’s layoffs, a poor earnings report or a discrimination lawsuit, this knowledge can be used to minimize damage to the brand by securing the Google top ten in advance of the negative announcement.
Providing ORM services for clients is a way for PR firms and crisis communications professionals to stay vital to their clients and gives clients another reason to stick with their agencies. In this uncertain economy, every PR professional should be finding new ways to increase revenues and retain their clients. Offering ORM services allows PR firms to do both.