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Online Public Relations and Reputation Management

Online Public Relations and Reputation Management. Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana. News Releases – What Are They?.

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Online Public Relations and Reputation Management

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  1. Online Public Relations and Reputation Management Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

  2. News Releases – What Are They? • A news release is an official statement issued to media that provides information on a particular matter with the intention of attracting media coverage.

  3. Tips for Writing a Great Release • Grab attention with a good headline. • Get right to the point in the first paragraph. Supporting information follows. • Write factually: this is not a promotional piece – it’s a news article. • Make it grammatically flawless. • Make it grammatically flawless.

  4. Writing a Great Release (cont.) • Include quotes whenever possible – it’s one way to work in “promotional elements.” • Include your contact information. • One page is best – and two is the maximum. • Provide access to more information. • See sample release templates on the website.

  5. Karen’s “Go To” Online Release Sites • Free-Press-Release.com • Best free distribution service • Registration and payment of $1 earns premier status • PressReleaseSpider.com • $8.95 submission • Excellent resource for an inexpensive service • WebWire.com • Best service outside of far more expensive services • $29.95, $95.00 options • Best of these options; most expensive, too .

  6. Reviews – Why They are Important • Traffic to top 10 review sites grew 158% during 2012 (compete.com) • 92% of consumers trust online reviews over what a salesperson says (Wall Street Journal) • 75% don’t believe companies tell the truth in advertising • 70% consult reviews before purchasing .

  7. Dealing with Negative Comments • Fact: You WILL get negative comments • Fact: Negative comments will NOT kill your business IF you respond / react correctly You can’t control what people say about your company. But you CAN exercise some control over the larger conversational context that they say it in. ProactiveORM is all about making sure you’re adding enoughto the conversation to ensure that the ratio of positive to negative is in your favor. .

  8. What is Online Reputation Mgmt? ORM is … The process of proactively using tools, processes, and systems to be aware of and influence how you are perceived online and the conversation that is occurring online about you and your business. .

  9. What is at Stake? • 74% of U.S. consumers choose to do business in whole or in part based on online feedback. Source: Society for Communications Research .

  10. Keys to Effective ORM • Be proactive and reactive • Ideally 90% proactive • Immediacy in reactiveness is important • Combine marketing, SEO, public relations, branding, sales, social media, customer service and everything you do online • Cut across ALL core business functions (it is not “only” marketing) .

  11. 5 Core Principles of ORM • Listen to what your customers are saying • Contribute to the conversation • Delight customers by exceeding expectations • Collect feedback, referrals, & testimonials • Plan how you will respond before needed .

  12. Listening – Set Up Google Alerts . Get email updates on the latest relevant Google results on your name, company or industry keywords

  13. Listening – Monitor Social Media • Tools of the trade: • TweetDeck • Hoot Suite • Social Mention .

  14. Contribute – Why There is a Need • You can’t control what people say about your company BUT … • You can make sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor! • THIS IS IMPORTANT! .

  15. Contribute – Set Up Social Profiles • Set up profiles in your key networks, directories and social profiles • Google+ Local – important if you’re bricks & mortar • Yelp • Trip Advisor • Urban Spoon • LinkedIn • Facebook • Twitter .

  16. Contribute – Start Blogging • Establishes you are a credible “expert” • Add social media sharing buttons • Post on subjects that will help your clients/prospects • Use posts to populate a monthly newsletter • Great for SEO • Add Google Authorship to your blog .

  17. Contribute – Everywhere! • Whitepapers • Podcasts • Reports • Webinars • Online teaching (Udemy and similar) • Guest blogging • Social media shares .

  18. Contribute – Everywhere! • Whitepapers • Podcasts • Reports • Webinars • Online teaching (Udemy and similar) • Guest blogging • Social media shares .

  19. Contribute – w/ Consistency & Care • Share a steady supply of online material • Maintain a consistent professional brand • Develop your own voice / persona and use it consistently • Be careful of what your share personally online • Remember that the online world is a giant glass house -- you’re easy to find! • Remember that what you say will be “out there” forever! (no online eraser!) .

  20. Delight Your Customers • Jeff Bezos, CEO of Amazon “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” • BUT….there’s more to the story… • Expected experience • Great experience • Unsatisfactory experience .

  21. Plan – How You Will Respond • Develop a process for responding to negative comments (before you need to!) Decide whether to: • Listen • Decide whether to engage • Apologize • Affirm • Take it offline • Move on • Act to appease customer • Act to prevent future occurrence .

  22. Plan – How to “Fight Back” • Claim your Google + Local listing • Respond to reviews • Have a system to collect reviews • Encourage customers to submit reviews to review sites (note: NEVER pay for good reviews) • Continue to monitor your reputation • Stay in touch with customers .

  23. Plan – System to Collect Reviews • Ask questions that encourage a positive response • Leading questions that put the customer in a frame of mind to leave a good review • What do you like BEST about …… • What is something you would tell a friend? • Always state that responses may be used in promotional material • Optional – offer a reward for completion • Note: NEVER collect online reviews on premises of brick and mortar locations! .

  24. Plan – System to Collect Reviews - 2 • Encourage customers to submit reviews – good/bad • Add a review plugin to your site • Example: WP Customer Reviews • Add a link on your site for customers to place reviews • If they do, ask them if they would be willing to leave a review for you elsewhere online – provide them with alternatives • Review your customers/vendors and ask them to do the same for you .

  25. Reputation is More Than Reviews • Reviews • Social media • Facebook – Likes • LinkedIn – endorsements • Twitter – retweets • Connecting with customers & prospects • Overall visibility online • Online “authority” and credibility .

  26. Establish Authority Online • Develop and expert status by sharing online • Focus on your area of expertise • If more than one topic, try to keep them related • If totally unrelated, consider using a pen name • Get published on major sites to you can display “authority” credentials .

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