In many ways, the digital age can make corporate reputation management trickier than ever before. A constant stream of information on social media and a 24-hour news cycle mean news about your company – both positive and negative – can reach the masses in no time. Effective corporate reputation management can ensure your company is perceived positively by your target customers and other key stakeholders.
There are several ways corporate reputation management can be beneficial to your brand. The first is to expand your brand presence online. In this case, your company might be new to the market – or you’ve recently rebranded – and you’re looking for ways to get your name out to the target market. Another option is to use corporate reputation management to control of brand’s key message. Incorrect or outdated information about your brand might be the first to show up in search results, and an effective corporate reputation management strategy can correct this. A third option – which businesses try to avoid at all costs – is tapping into corporate reputation management to counteract any negative information about your company, mostly by using positive news to outweigh any negatives.
An effective way to manage your online reputation is through content. Consider the following key ingredients in your corporate reputation management strategy.
No matter the effectiveness of your corporate reputation management strategy, it never hurts to have a backup plan in place in the event of a crisis. Consider the different crisis scenarios you might run into – such as a product malfunction or a personal crisis with one of your executives – and prepare a crisis communications plan. And if a crisis does occur, takes steps to respond to and resolve the issue, rather than attempting to delete or cover up online mentions of the crisis.
Corporate reputation management can be a significant undertaking for you to do on your own. At Walker Sands, we’re known as one of the nation’s fastest-growing corporate reputation management agencies. Our secret? We understand our clients’ businesses and leverage a unique integrated marketing approach to achieve measurable business outcomes.
Contact us today and let’s start a conversation about how Walker Sands can help your business leverage innovative PR and digital marketing to manage your online reputation and win more business in the next quarter.