In today’s world it is far too easy to be ignorant of your online reputation. It is even easier for it to instantly vaporize and let someone tear it into a barely recognizable brand that you will fess up to being involved with. Every blog, community site, customer review, or competitor has hundreds of different options to voice viewpoints and concerns against a company. If you haven’t done it already, start understanding how to use tools to monitor social media and take proactive steps to keep your business in working order.

Your second option is to ask the simple question:

Can this happen to me?

Yep it sure can.

As a case example, I pulled a local article from Washington CEO Magazine on the Top 100 Companies to work for in 2007. I pulled some of the names off the list and did a quick query in Google. Here are some of the headlines I found on the proper names of the “Top 100 companies:

Result 7 – Zillow – Google Headline “How Good are Zillow’s Estimates?”

“Zillow came within 5% of the price in a third of the transactions studied by The Journal. It was more than 25% off target on 11% of them. In 34 of the 1,000 transactions, Zillow was off by more than 50%.”

Our view: If you are a user or an investor of Zillow, you’ve more than likely been exposed to this article and several like it. How does it make someone feel that the Wall Street Journal (considered to be one of the most respectable news sources) is saying Zillow zestimates are 50% off?

Result 6 – Comcast – Google Headline “A Comcast Technician Sleeping on My Couch” A Comcast cable technician came to replace a cable modem and fell asleep while waiting for the customer service group. As of this article it was viewed: 1,219,303 times! (At 58 seconds long, that is A LOT of bad reviews for Comcast.) It had 714 comments.

Our View: Holy smokes Batman. 1,219,303 views! I don’t know any company that wouldn’t suffer a marginal impact to marketing, sales, and customer service numbers when a million different people have watched how lackluster Comcast support is.

Result 3 – Spokane Federal Credit Union Review – Citysearch Review – “I had an account with Spokane Federal for many years and I was never really that impressed, they pretty much just took care of what I needed and nothing more, overall I would say that they met, not exceeded my expectations”

Our View: Even though Spokane Federal Credit Union has plenty of coverage, it would be easy to bump off a lack-luster review saying they are nothing but mediocre.

Result 3 – Zango – PC Hell: Zango Removal Instructions – “Zango is a entertainment site with free access to videos, music, games, and other downloads. The site is free to all users, but is paid for by advertisements. Visitors are presented with an end user license agreement that they accept before downloading any content.”

Our View: Here is a Desktop Software company that has hordes of people using Zango gaming software, and every time someone Google’s their name you get “PC Hell – Zango Removal Instructions” thrown at you. If I bought a desktop system that had them pre-installed on it, you can bet that I would remove it in a heartbeat. I don’t need some casual gaming platform slowing down my PC while I need to number crunch my data or send an important e-mail.

It doesn’t make a difference of who you are (how big, or how little), this can happen to you.

It happens to Comcast and Zillow.

It also happens to the little guys.

If you look at this problem from a strictly numbers point of view, Comcast buys it’s own keyword of “comcast” from Google so that it can keep company branding and results at the top of Google. If I were to buy that keyword, it would cost roughly $1.25 per click, and there are 5500 estimated clicks per day on it (that is a daily budget of $6000 to $8000 per day on that keyword).

If Comcast is paying only $.25 per visitor for that keyword- imagine that those 1,219,303 video views cost Comcast a minimum of $250k in lost “clicks”, not counting how many customer service problems and public relations issues it causes.

Barry Hurd is President, author, speaker, and voice of 123 Social Media – Brand Control Management He has a history of over fifteen years working on numerous innovative efforts with online business models: past projects have included NIKE, REI, TMP Worldwide, Monster.com, Verizon Superpages, Intuit, and RIS Media.

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One of the things that have kept people honest on sites like eBay has been a serious take on reputation. Doing business through that portal has required that the chatter about you as a buyer or a seller be good, something like a credit rating. Too many “negs” on your record and you can be branded a bad risk. But what happens when that reputation-intensive mindset escapes the controlled, hot-house environs of eBay and lands on the mean streets of Google, Yahoo and the other major search engines? Consider this example:

You are the Stan of Stan’s Pizza and Goulash, an up-and-coming pizza and goulash place in a hip downtown area. Being the tech-savvy child of the ’90s that you are, you have a great website with all sorts of bells and whistles like online ordering, e-mail reservations and even live chat to help work out any special problems. You have spent time and effort getting to the top of the search engines and now, whenever someone types in “pizza and goulash,” the first listing is yours!

Imagine your horror when you see the second result from some fairly critical blogger who wrote:

Stan’s Pizza and Goulash is Armageddon on a plate, a veritable dietary Megiddo in the heart of our city! There was nothing more disturbing than having the so-called pizza and goulash actually delivered to the table. You don’t know which dish is which and the way it tastes, you don’t care! Stay away from Stan’s and pray that his mother goes straight to hell for bringing this gastronomic anti-Christ into the world in the first place!

Now anyone who finds your restaurant and may be interested in coming down for pizza and goulash will see this blogger’s end-of-days take on your food. True, it sounds like Jeremiah Wright on a bender, and the temptation to dismiss it as such is very strong, but you can’t ignore it. The fact is that rational or raving, it’s still going to cost you business. Knowing that, what will you do?

The short answer is that what you do depends heavily on what you have already done.

Planning for Reputation Management

There was a time when a business’ website was really little more than an online brochure with some contact information and a live e-mail link. Those days are long gone. Today, a business’ website is far more sophisticated. This is no surprise since the Internet environment is also far more sophisticated and part of that sophistication is what we now know as social media. Through forums, blogs, chat rooms, instant messaging and, of course, e-mail, people are talking to each other like never before. They are also sharing opinions like never before. Whereas before, Stan’s might have had newspaper and magazine articles to worry about; today the opinions that once took hours or even days to reach their audience now take little more time than the time to write the piece in the first place. Delivery is nearly instantaneous. That means if you don’t plan ahead, you will find yourself playing catch-up, doing your best to mitigate damage that should have been prevented in the first place.

This is where planning comes in.

According to Glen Allsopp, the author of Online Reputation Management: All You’ll Ever Need to Monitor and Manage Your Reputation Online, online reputation management is the “process of monitoring a brand online, knowing how to deal with any negativity and understanding how you can pro-actively protect your brand via conversation channels.” Essentially, this means you will have to use the same social media to repair the damage that the blogger in this case used to inflict it.

There are, says Allsopp, three steps to effective online reputation management-management, monitoring and repair. You have to take each of these into account when you develop your reputation management strategy.

* Management. This includes a strategy to monitor your brand, having a solid understanding of how to deal with issues, developing multiple conversation channels (a presence on various social media sites) so they are available when needed, and actively building your brand in a positive way.
* Monitoring. As self-evident as this may be, there are some specific things that need to be included in any monitoring plan such as why you should monitor your brand online, what you should be monitoring such as keywords or phrases and what tools you should be using to do it.
* Repair. The damage is done, now what? Effective repair can be accomplished once you know why the writer said what he did, can deal with the issue correctly, and can take ownership of the search results and change them.

Taken together, these three parts can create a powerful reputation management strategy that will serve you well. The key to repairing damage, though, is being able to change the search results and that means taking advantage of those multiple conversation channels you have been building up.

Take Advantage of Social Media: Fighting Fire with Fire

The goal is to either raise your brand name above the troublesome search engine result or bury it-however you look at it, it is the same thing. The more results that you can get between the page top and that awful review the lower on the page it goes. Then, if that continues, the nasty thing drops off the first page altogether. Whatever you call it, the complaint is gone and you can move on to more pleasant things.

I think maybe Joe Pesci said it best in the movie, Casino, “There are a lot holes in the desert; and a lot of problems are buried in those holes.” You have to have a similar mindset when it comes to your reputation: You have to bury the problems. I am not suggesting digging a hole and then inviting the offending blogger to a picnic, but I am suggesting that you bury their words.

Unlike the release of the original piece that caused all this consternation, burial can be a time-consuming process. It could take hours, days or even weeks to generate enough search engine results to push that problem into the hole and bury it. That is going to depend on how active you have been with the social media sites, those multiple conversation channels that you should have been cultivating since Day One.

Burying the Problem

This may sound negative, but the process of digging your hole and burying your problematic search engine result is really a very productive one. It is all based on generating as much positive material as you can. Just remember that whatever you do, use the same search terms that brought up the negative result as the keywords for anything you create.

* Build on someone else’s site. No, we are talking about hacking into someone’s website, we are talking about social networking sites, forums and other sites where you can build pages with links back to your site, set up profiles in the name of your website or company and communicate with people. With these, you are trading on the authority and good name of the sites you are active on, such as twitter, mySpace, Squidoo or Hubpages. Just remember that if the offending blog came from one of the sites you plan to pursue, you will need to drop that site since your entry on it will not out rank the problematic entry.
* Build-up your website. You have the URL, you have the relevance for the keywords. Build some useful pages for your site that concentrate on those keywords. Make sure you follow good search engine optimization protocols and this tactic can only help your existing ranking while adding search engine results that will push the offending entry down toward the bottom of the page. One interesting tactic that falls under this strategy is to create your own negative pages about yourself. I know, it seems a bit counter-intuitive, but people do tend to look for negative search engine results first, so if you create pages that sound critical in their keyword use, but are loaded with positive content, you can diffuse potential issues. For example, the negative phrase “high prices” can be turned into something like “High prices are no problem at Stan’s!” With a little work and creativity, you should be able to head off many critical searches this way.
* Answer the challenge. This is simple, it is straightforward and it will make you look good to boot. If the criticism is on a blog or a forum, then stand up to it, answer the critic as professionally as you can and try to help them. Why do this? You do it because anyone who finds that page will also find your response. They will, in effect, get both sides of the argument and will see you as concerned and professional.

Keep it an Isolated Incident

Do you want to spend your time doing business or acting like some cyber-Pesci digging holes in the Internet desert? Churchill once pointed out that criticism is like pain in the body, it tells us that there is something wrong. When someone criticizes your company, it is time to take a look-a good, hard look-at what that person is complaining about. This is your opportunity to improve your product, your service, maybe your internal procedures. If you are getting complaints about certain things, then look at those issues and solve them. Be open, communicative and above all honest and you will head off further reputation problems.

The Bottom Line

Even the best companies get negative feedback and dings to their reputations, but they can rise above it because they can deal with the feedback and mitigate the effects it can have. That is a skill you need to cultivate for your own business as a part of your public relations effort. After all, it’s your good name on the line. Protect it.

Charles Cooper is the Web Editor and blogger for gowithabc.com -the Web site for America’s Best Companies. He is also a staff writer for America’s Best: The Magazine for Small Business Owners.

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You’ve sent the press releases and after what seems like an eternity of waiting, you finally get the call! The call that says, “Hey, we loved the press release and think there is a story to be written!”
What do you do now?

Don’t panic. Take a deep breath, say a silent prayer of thanks, and ask the reporter how you can help him or her.
Don’t forget to jot down the name of the reporter.
If you were in so much shock, that you didn’t get the name, simply say, “I’m sorry, I didn’t get your name.” The reporter will repeat his or her name.
Then say, “How may I help you?”

The reporter will mention your press release and an angle that he or she wants to use to write a story about you or your business. If you disagree with the angle, don’t be afraid to say so and definitely do not be afraid to decline the interview. However, if the angle is complimentary to your business, you most definitely want to take the reporter up on the offer! (It is very important to know why the reporter called and how he or she is going to use your quotes in relation to the article being written.)

Answer each question after you have given a moment to collect your thoughts.
Do not ramble on and on. Get directly to the point, as reporters are busy people with deadlines to keep. Keeping on topic shows the reporter that you are appreciative of the call and understand his or her time is valuable.

If you encounter dead silence after you have finished your statement, do not continue to ramble on. Wait for the reporter to ask another question.
Always stay on the positive side.
Never let a reporter goat you into speaking negative of anyone, whether it be your business, your clients, your customers, your competition, or life in general.
Be friendly, personable, and confident.
Don’t be afraid to laugh during the interview should the occasion call for it.
Have sources readily available.
As soon as you send out a press release, think of customers, clients, or others that are targeted towards the angle you took in your press release. Call them up and ask if you could use them as a source or reference should an interviewer request this information.
Then keep a handy list next to your phone, that includes…

• The Name of your source
• Source’s Business
• Phone Number
• Website Address
• Email Address

Statistics…
If your press release makes note of statistics, research material, or other data, have that information readily available, so that you can refer to it during the interview. As the questions pop up, should the occasion call, do not be afraid to say, “I happen to have an article or back up material on this very subject. Would you like me to email or fax it to you?”

Do you know facts off the top of your head?
Cite them during the interview, when appropriate. Don’t know any facts off the top of your head? Keep a note card next to the phone, with possible facts that the reporter may be able to use during an interview, based on the press release you sent out.
Do you have an anecdote to share?
Have you noticed how articles share stories to make a point? Do you have a compelling anecdote that will keep the reporter intrigued enough to use?
Never say anything that you want to be “off the record.”
If you don’t want the reporter to make use of your quote, don’t say anything. If a reporter requests that you answer something “off the record,” decline. Assume that anything you say will be used in that article.

If you do not have an answer to a question asked, don’t lie and don’t make up an answer. Definitely do not use hypothetical statements. Simply state, “I’m sorry. I honestly do not have an answer for that.” Or “You know, I don’t know. But I can find out and get back to you later today.” Or “I don’t have the answer to that, but it brings up a good point about… (then use this opportunity to bring up a point you did want to make).
If you find that you answered a question and you made absolutely no sense, or it came out sounding wrong. Simply say, “I’m sorry, I didn’t answer that very well. Let me see if I can give you a more clear answer.”

If the reporter requests follow-up…
information to be e-mailed, faxed, or snail mailed to his or her office, ask the reporter when his or her deadline is. Then make it a top priority to get that information to him or her the same day you get off the phone and no later than a two days before the deadline. Following up in a timely manner will make it easier for you to get another interview when the time arises, as the reporter will find you a valuable resource!
Before you hang up…
Thank the reporter for his or her time, ask when the article may appear in print, ask for the correct spelling of his or her name, and get his or her contact information. Finally, let the reporter know that he or she can call back regarding clarification, or should another story idea come up where you could be useful.

What if you were out when the reporter called?
Gather your thoughts, and any information you may be able to use for the interview, then call the reporter back, ASAP! More often than not, the reporter will request a phone interview. It’s fast, painless, and allows them to meet their other deadlines with ease.
If you can get away with having the reporter email you a set of questions, that is your best bet. After all, you can reword and regroup your thoughts to sound as professional as possible. Then after proofing your answers, you can send them off to the reporter. There is also less of a chance of getting misquoted.

What if the Reporter called at a bad time?
Simply state, “This is a bad time, can I call you back at such and such a time?” Then get the reporter’s contact information and make sure that you call back, on time.
Alyice Edrich is the editor of The Dabbling Mum®, a free parenting publication, and the author of several work from home e-books designed to help parents earn extra cash while spending more time with their children. To learn more, visit her at here.
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Have you got a business that you need to promote but want to do something a little different than put some posters up or create a splash with a few pens? All you have to do is open a newspaper to find page after page of advertisement for companies offering the same service and products as you at the same price, maybe cheaper or maybe dearer. How are your prospective customers going to choose between you and your competition? Pot luck on an advert maybe?

Give away pens and carriers bags do not hit the spot any more as they are seen for what they really are, cheap and designed to attract customers with minimum expenditure. But maybe it’s about time you started to give your customers credit for a little intelligence. What does it say about your service or business if all you can come up with to promote your business is a crumby pen or a cheap old carrier bag?

What you need is an item that will promote your business in a way that keeps people thinking about you rather than just the initial marketing high that a small and meaningless giveaway achieves. If you think that this is what your business requires then why not look into producing some personalized promotional mugs to give to your clients. These are wonderfully versatile and affective. Each time your potential customer makes a drink they’ll be reminded of your business.

The latest selection of logo’d mugs have so many hot new colours and finishes available, you can now get personalized mugs in metallic finishes that would look great in the kitchen at home as well as the kitchen at the office place. As well as this you can get mugs that change colour when a hot drink is poured into them, perfect if you want to use the mug in an open kitchen; people see a plain old black mug until you pour your coffee in and then before their eyes the details of your business appears to them. This really is a striking affect. In a similar vein you can achieve the same affect but instead of a company logo or details of your business you can add in a picture that appears in the same way, this can be a picture of anything as long as it keeps your prospective customer thinking of your business every time they take a drink from it.

I knew of a business once that had a load of Personalized promotional mugs made up for their business but they had the bulk made up with popular first names added to the mugs, names such as John, Peter, Nick, Paul, Brian, Kelvin, Diego, Roderick, Mabel and Florence were all added to the mugs and then each time this company came across a prospective customer of those names they gave them their very own personalized mug, this trick worked fantastically well and many of the people who were given the mug are still long standing loyal customers of that company to this day. Treat the way you approach your promotional mug purchase in the same way that you would approach any form of advertising for your business, think outside of the box for maximum results.

So just imagine the next time your competition call into see your customer and they’re offered a drink from your personalized promotional mug.

I try to pass on my musings on life and experiences in a way that people may find interesting to read.
Personalized promotional mugs
Please feel free to republish this article provided a working hyperlink remains to our site
You may not always agree with my writings but I hope to inform.
Harwood E Woodpecker

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2007 saw an increasing trend in PR agencies dedicating a consultant or even a team to concentrate strictly on digital/online PR. This is an area which is experiencing a huge boom due to the UK consumer’s ever-growing consumption of online media. This brings to light all sorts of questions!

Which is more influential; new media or traditional press? How do you measure the effect ‘blogging’ has on a brand? Are social networking sites here to stay or just a passing fad? How does this affect jobs in PR? To get a view from a fellow PR professional, the PR Moves team discussed these and other questions with former Career Moves Group candidate Lee Hobbs, Director of PR at Jetix:

What new-media outlets do you use to gain coverage for your company?

As a pan-European kids TV channel new media is essential to us and allows us to communicate with multiple territories simultaneously. These include online versions of magazines such as Broadcast, Television Business International and digital news-wires such as C21Media.net and Rapid TV News.

What do you think is more influential? New media or traditional press? And why?

I think at the moment traditional media still has more influence than new media although this is clearly changing. We’re now finding that online or digital media is consistently breaking news and setting the news agenda – with traditional media playing catch-up.

Is social networking just a fad or do you think it will change the dynamics of PR forever?

I think it will change the dynamics of PR forever especially with media consumption fragmenting and technology allowing consumers to watch, listen and download programming whenever and wherever they want to. Social networking can be an incredibly effective marketing tool and give your campaign real talkability – something that E4 successfully did with the MySpace campaign it ran for Skins.

Do you use new media as a means to get coverage for your company’s brand?

Yes

If yes, how does it compare to the more traditional ways of gaining coverage? How do you measure new media’s circulation etc?

We look at the hit rate of each site although I still feel that the industry has not mastered how to most effectively monitor the success of new media PR. There is still too much focus on traditional print media and the need to give clients or management a cuttings report that they can thumb through. I think PRs need to get to grips with new media and understand how to make the most of growing consumer-led trends such as social networking.

What’s the future of social networking in your view? What are the advantages & disadvantages of using it?

The one disadvantage is the lack of control that social networking offers companies. Even if you start a discussion off with positive topics users could change the tone and even end up being critical of your brand or organisation. But I think it’s a risk worth taking as word-of-mouth endorsement is arguably the most powerful endorsement your brand can gain.

2008 is bound to see this trend continue, and even traditional PR jobs are changing to have a more digital emphasis. PR recruitment agencies are also increasingly seeking out the candidates with online and social media experience to meet clients’ requirements.

The author is in the traditional media line and he has seen the changes in pr recruitment agencies, jobs in pr. For more information please visit this site

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