media update’s Nakedi Phala takes you on a tour of the elements you should consider when compiling your next online reputation management strategy.

The world of digital and social media is constantly in the fast lane, contrary to traditional mediums. So, you, therefore, need to ensure that your approach is adjusted to these platforms.  

As a public relations manager, it’s important to pay attention to all your online media platforms. You need to check on them frequently to catch negative information before it has the chance to turn into a crisis. Remember to respond to positive comments while they are still new — audiences prefer that, as it assures them that you care about their views.  

With that in mind, here are four useful tips on how to manage your client’s reputation online: 

1. Update your blog frequently 

It is important to update your brand’s blog content as frequently as possible, especially when there are important changes happening within your organisation. Examples of this would be the appointment of new directors, new management structures or even new acquisition  — audiences want to read about the great news. 

As a PR pro, this will help you sharpen your writing skills in the long run. And, blogs are a great way to brag indirectly about your business or brand. The more blogs you create, the more your audience is able to understand your brand better. 

More than anything, update your blogs so they remain up to speed with your brand. Blogs are vital for educating audiences who have a keen interest in your areas of expertise  — they are also a simple and indirect way of letting your competitors know that you have extensive knowledge about your industry and how it operates.   

 2. Approach traditional celebrities to improve your reputation

This approach initially depends on the brand you represent; for example, if your brand is sport-related, you’d consider an athlete, soccer player or cricket player to endorse. Considering that an athlete is a prominent individual within the public eye, half the job has already been done for you. 

Let’s suppose that your brand already sponsors a certain event that a high profile individual is a part of. All you need to do is approach them about your products that you would like them to wear every now and then, snap a couple of pictures and share this content on their online platforms. 

Essentially, this will increase audience interest in your brand, brand building and your brand’s association. But you have to do it right by finding that one celebrity that fits all of your brand criteria. 

 3. Use influencers to create engagement for your brand 

Influencers are similar to celebs; they help you to achieve similar goals for brand reputation. Influencers are great to consider, especially for social media platforms. 

Throughout the years, influencers have not only been the solution for small businesses but big brands as well. They serve as the second voice to a brand’s audience and are responsible for creating a brand persona by reviewing and creating a conversation around your brand or organisation. 

Influencers are great if you are looking to create a vibe atmosphere around your brand, especially if it has had its reputation shaken in recent times.

Here are some quick tips that will help you find the right one for your brand:
  • Check if their followers interact with their posts on the regular. 
  • Ensure that they are experts in fostering topics relevant to your organisation or brand.
  • Ensure that they are reliable in terms of time and quality of content. 
  • Make sure that they’re not handling too many brands. If they are, your brand might miss the opportunity of gaining high engagement.  

4.  Utilise social listening tools 

As a PR pro, you might have used social listening tools yourself, or hired a professional company to do it for you. If you haven’t, you definitely should, as these tools will save you both time and effort. 

These services monitor anything related to your brand on social media platforms. This includes consumer feedback, mentions of your product or business and any sort of conversation regarding certain keywords, competitors, topics. It also keeps tabs on any words that are industry related. 

According to content management platform amaSocial, social listening tools are a way to adjust the way your brand trades within its industry. This helps you to discover solutions that could help you reach a larger target audience. 

Not to mention, these tools are able to help you redevelop a more conducive PR strategy and keep tabs on competitors — say goodbye to panic and not knowing how to respond to crises! 

Do you think an online PR strategy is as effective as traditional reputation management? What are your thoughts? Let us know in the comments section below. 

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With everyone working remotely, finding ways to work as a team can be difficult. But don’t worry, there is a solution. Find out more in our article, Five tips for hosting a successful online press conference