{"id":2278,"date":"2015-03-13T03:26:44","date_gmt":"2015-03-13T03:26:44","guid":{"rendered":"http:\/\/www.5wpr.com\/new\/?p=2278"},"modified":"2015-10-22T20:06:39","modified_gmt":"2015-10-22T20:06:39","slug":"proactive-media-relations-plan","status":"publish","type":"post","link":"https:\/\/www.5wpr.com\/new\/proactive-media-relations-plan\/","title":{"rendered":"Proactive Media Relations to Save Your Reputation"},"content":{"rendered":"

If you start to eat healthy during a heart attack, you certainly wouldn’t save your life. On the same note, if you wait until your company’s crisis is over, maximum reputation damage has occurred. For this reason, the importance of being proactive with crisis management can’t be underestimated.<\/p>\n

According to Tony Wright, an online expert of reputation management, the time to enhance a company’s reputation is before a crisis happens. A company should consider improving their online visibility and reputation as a part of an overall, ongoing marketing plan.<\/p>\n

You should be careful not to underestimate the impact of online comments on the Internet on your company’s reputation.<\/strong><\/em><\/p>\n

There are reasons people complain online:<\/strong><\/p>\n

\u2022 31% of people who complain online want to feel they are a member of a community.
\n\u2022 28% are looking for recognition from their peers.
\nSince users of the Internet put a great deal of trust in social networks, they listen to and believe online complaints are accurate:
\n\u2022 90% of users trust the online recommendations that are made by people they know.
\n\u2022 70% of users trust online opinions of people they have never met and are totally unknown to them.<\/p>\n

Six Steps to Craft a Proactive Media Relations Plan to Save Your Reputation<\/b><\/h2>\n

STEPS OF REPUTATION MANAGEMENT<\/strong><\/em><\/p>\n

These steps create a proactive plan for crisis management, but they can also make up a plan for implementing strategies to create buzz for positive news of your brand.<\/p>\n

Step<\/strong> 1 — Know where the conversations about your brand could be occurring:<\/p>\n

\u2022 Social Media such as Twitter, Facebook, LinkedIn or Instagram
\n\u2022 Online Reviews
\n\u2022 SERP
\n\u2022 Blogs
\n\u2022 Message Boards
\n\u2022 Hate Websites
\n\u2022 Social Bookmarking Sites
\n\u2022 Location Based Sites such as Gowalla or Foursquare<\/p>\n

Knowing where the conversations about your brand could occur is only a starting point. You also need to monitor the consumer generated content (CGC) of these conversations with one of the great, available tools such as radian6 or trackur that can minimize the work required to monitor your brand conversations. However, one tool capable of effectively monitoring all the channels does not exist.<\/p>\n

Step 2 \u2013 Strategy of Proactive Review<\/strong><\/p>\n

\u2022 Do not expect your online reviews to be perfect. They most likely will not be perfect and also should not be perfect.<\/p>\n

\u2022 Your goal for your online reviews should be a ratio of 70% positive and 30% neutral or negative.<\/p>\n

\u2022 Since a tool to effectively monitor your online reviews does not exist, you should monitor them manually.<\/p>\n

\u2022 It is most important to avoid airing your dirty laundry, you should deal with negative reviews only offline whenever possible.<\/p>\n

Step 3 \u2013 Strategies for Getting Positive Reviews<\/strong><\/p>\n

\u2022 One way to get positive reviews is to simply ask your satisfied customers for reviews.<\/p>\n

\u2022 Recognize the landscape of your review and attempt to shape reviews to affect the Search Engine Results Page (SERPS). You should create a subdomain of the domain that includes information on how someone can leave a positive review.<\/p>\n

\u2022 Employees looking to the future should know how to generate positive reviews.<\/p>\n

Step 4 — Identify Influencers<\/strong><\/p>\n

\u2022 Identify influencers, individuals that influence potential buyers. Tailor your marketing activities around them. Good tools can be purchased to identify the influencers of your potential buyers.<\/p>\n

\u2022 Keep in mind the fact that identification of influencers is an ongoing process.<\/p>\n

\u2022 Establish ongoing relationships with the influencers of your potential buyers.<\/p>\n

Step 5 \u2013 Use Outreach Marketing Strategies to:<\/strong><\/p>\n

\u2022 Get people to talk about your brand. Consumers don’t want to hear you talk about your brand.<\/p>\n

\u2022 Make sure the audience you are communicating with is a relevant audience of your product. You should talk to the right people at the right time.<\/p>\n

\u2022 Communicate one on one using a variety of digital channels such as Facebook, Google+, Pinterest, Twitter, and LinkedIn.<\/p>\n

\u2022 Identify your brand’s niche and reach out to prospective customers for products of that niche.<\/p>\n

\u2022 Outreach with personalization to create trust and receive genuine reportage.<\/p>\n

\u2022 Offer something for valuable word of mouth reviews of your product or service.<\/p>\n

\u2022 Know when your network talks about your brand and what the reaction of their audience is.<\/p>\n

\u2022 Produce infographics, how-to or content that can be easily shared by your network contacts.<\/p>\n

\u2022 Ask your network for feedback about your brand. They will gladly share the information.<\/p>\n

\u2022 Say “thank you” for feedback by sending free things in order to keep your brand on their minds.<\/p>\n

\u2022 Elicit product reviews when your brand develops something new. You should send it to your network to be reviewed.<\/p>\n

\u2022 Gather research on industry trends and share the results with your network.<\/p>\n

Step 6 \u2013 Have a Plan for Your Brand<\/strong><\/p>\n

\u2022 Decide who should be involved in the creation of your plan.<\/p>\n

\u2022 Brainstorm worst case scenarios such as ethics, financial losses or physical disaster.<\/p>\n

\u2022 What will be the specific role of employees and vendors? It is important they understand their role in any crisis.<\/p>\n

\u2022 Evaluate the crisis by taking a look at the impact and reach of the crisis on revenue. If it bothers the CEO, perhaps you should wait for him or her to request this.<\/p>\n

\u2022 Continue monitoring to evaluate the success of the reputation management plan.<\/p>\n","protected":false},"excerpt":{"rendered":"

If you start to eat healthy during a heart attack, you certainly wouldn’t save your life. On the same note, if you wait until your company’s crisis is over, maximum …<\/p>\n","protected":false},"author":13,"featured_media":2310,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[94,19],"tags":[228,169,32,122,133],"yoast_head":"\r\nProactive Media Relations to Save Your Reputation - 5WPR NY<\/title>\r\n<meta name=\"description\" content=\"If you start to eat healthy during a heart attack, you certainly wouldn't save your life. 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