Reputation plays a critical role in the success of every business. If a company has a good name, chances are, people will trust them. Conversely, if the firm receives multiple negative reviews, it will be impossible to get the trust from the audience. Fortunately, you can keep those criticisms at bay. You just need to market your business online.
Online advertising has changed throughout the years. Gone are the days when its only purpose was to increase sales;nowadays, you can use it to improve the image of the brand. With few simple tactics, you can gain the trust of your target market.
There are two ways to protect your image on the Internet. You can either hire online reputation management companies or PR agencies. Most people think that these two services are the same. They may have similarities, as they both protect the image of a company or a person, but there is a huge difference between the two firms.
What You Need to Know About Online Reputation Management
Online reputation management is a practice of managing a company’s image online and an online marketing as well. However, unlike other digital marketing techniques, this does not only promote a business, but also tracks and maintains the reputation of the company.
Reputation management is related to SEO. They both promote the business aiming to reach the top page of the search engine. SEO, as well, is part in managing the image of a company.
In this method, the reputation manager must implement SEO strategies to put the critiques at the third or fourth page. He writes blogs to answer rumors and promotes the business. He joins online forums to bring up the company’s name. If a negative comment shows up, he answers queries so people will forget all rumors.
If he can’t get this done, he may ask someone to write good articles about the company. This technique will not only improve the reputation, but the page ranking also. Hence, those negative reviews will be pushed down to the last pages of the search engine.
There are two types of online campaigns. First is the proactive advertising. In this method, online reputation management services must take an action before the rumors spread out. It keeps the good reputation of the company by promoting what it offers.
Second is the reactive campaign when the rumor has spread already where companies answer all questions and criticisms concerning your firm. It may not go back to the way it used to be, but it will slightly improve the image. People will think of you as a sincere person since you’ve answered all those critiques thrown at you.
There are several reputation management services to help improve your reputation. Before you decide, you need to read online reputation management company reviews. These articles will help you choose the best review service that fits your needs.
What Is PR and How Does It Work?
Public Relations (PR)is a form marketing strategy wherein PR professionals shape up the image of the individual or company.
The success of public relations lies in the deeper understanding of the needs of consumers. The PR manager should know how to address the interests of the public using efficient tools that cater concerns of their audience.
Entrepreneur.com describes public relations as a form of media using business press and news to share inspiring stories about the company, as well as share feedback about the product.
Generally, the PR professionals write press releases about the client. When the draft is complete, he contacts the media personnel to publicize the article. That way, more people will be informed about the latest happening in the company or an individual.
However, you can’t limit the scope of public relations as it has the widest reach. Apart from newspapers, the media can now post it on the Internet. Hence, more people can read the article.
For example, Karen Hughes, the Undersecretary of State, attends Public Relations Society of America’s conference to talk about public diplomacy. The hired PR professional will make a draft and promote the convention. When done, he will distribute it to the media to publicize the article. Then, the media personnel will publish it in newspapers and post it on their official website. That way, both allies and enemies alike can see the write-up.
Nonetheless, the role of PR professionals has changed. Though they still write articles, they must also face the media when needed. If a problem occurs, the PR executive will be the one to answer all questions on behalf of the client. This strategy will not only promote the business, but it will cultivate relationships with future customers.
Are There Differences?
Believe it or not, there’s a huge difference between web reputation management and public relations. In the first technique, people who are in this field work behind the eyes of the public. They use search engine to promote a business or to keep the good image.
Public relations work in front of the eyes of the public. If false accusation occurs, the PR executive will talk to the media in front of the camera. However, he can do it behind the scenes too. He just needs to create a press release and distribute to the media personnel. Once received, they will publicize the article.
Last is versatility. With ORM, service providers deploy contents of the article. They can even change the language so that non-English speakers can understand the content.
As for PRs, it concentrates on the relationship between media, customers, and influencers. Hence, translating the content into another language is impossible.
Which Is a Better Option in Improving the Company’s Image?
Many people ask this question. However, the most appropriate query would be, “Is there a better option?” The answer would be no. Online reputation management consultants and PR professionals should work together. There are cases when the ORM manager can’t handle the rumors spreading around and vice versa.
Let’s use the upcoming US election as an example. One of the presidential candidates said something foul in front of the public. This issue is not in the hands of top online reputation management companies. It’s the PR firms’ responsibility to clarify the subject and should schedule a press conference to answer the media.
However, if the rumor is just starting, you can take advantage of the online reputation repair. The company can push down the criticisms posted on the Internet and talk to the accuser to drop the accusation. In other words, they are like lawyers, but instead of practicing the laws, they use marketing techniques to end the issue.
Having a good reputation is not just beneficial for celebrities but for companies too. If the firm has a reputable name, people will support you. For this, you must keep the perception they have for you. If you break their trust, it will be hard to mend.
To maintain that image; you need to monitor the public opinion regarding your business and yourself. It will give you an idea of how you should approach them. Unfortunately, most of us don’t have time to do so. But there is still hope. You just need to hire PR and review management companies who will help improve your image to the public.
However, before getting their services,make sure you do your research first. Hiring their agents means spending money. If you hire any company you see online without researching about it, you might end up wasting your money. Thus, you need to know the reputation of the firm. Read reviews to give you information about the provider.
Do you want to hire a reliable company to handle your image? Check out CrowdReviews.com and read about their reputation management reviews.
Trevor Price
Latest posts by Trevor Price (see all)
- Why Document Management Software Is a Must for Every Company - January 13, 2017
- What Are the Best Scheduling Software for Your Specific Needs - January 12, 2017
- What Are the Top Features of Membership Management Software - January 10, 2017