You may think that being vocal online is optional, but consider this: 94% of people admit they could be dissuaded from using a brand by seeing just one negative review online.
One. Single. Review.
That’s a solitary comment across a vast landscape of online platforms—a daunting reality for any brand. This is why online reputation management (ORM) has become an essential tool for businesses to protect and build their presence on a global scale. Done right, ORM can make or break your brand.
Are you a (dis)reputable business?
Whatever your product or service, your brand’s reputation is its most valuable asset. Products can be improved, and services can be refined, but your reputation? That’s far more difficult to manage. It’s a fragile, intangible asset that can either drive customers toward you or push them away, depending on how you cultivate it.
A strong, positive reputation builds customer trust, loyalty, and long-term success—but a single scathing review, controversial tweet, or damaging news article can unravel years of hard work. This is where ORM comes into play: mitigating potential damage, addressing negative sentiment, and ensuring your brand shines in the best light.
Flying without a seat
One shining example of bad online reputation management was when a Twitter (now X) user posted a photo of their broken seat on an EasyJet flight in 2021.
EasyJet responded to this by asking the user to remove their post and message them privately, sparking a flurry of criticism from other users. When the user refused, their next step was to deny that the passenger sat in the seat during the actual flight (something the user had already explained in a subsequent tweet).
Within hours, the exchange was a trending topic in the UK and was being reported on by mass media, amplifying the audience for what should have been a very minor incident.
Subsequently, a spokeswoman for easyJet said: “No passengers were permitted to fly in these seats as they were inoperative awaiting repair. Safety is our highest priority and easyJet operates its fleet of aircraft in strict compliance with all safety guidelines”, but their initial reaction had already shaped public opinion and created a furore. This is a prime example of when it is appropriate to lean into humour and humility to diffuse a situation without eschewing blame – such as KFC’s iconic ‘FCK’ campaign.
Shaping opinion: the role of PR in ORM
ORM isn’t just about responding to reviews—it’s about shaping the entire narrative around your brand. Public relations (PR) plays a pivotal role in this, and its scope is broader than many realise. Whether it’s dealing with a viral trend or handling a crisis, ORM and PR go hand-in-hand.
A recent example is the UK’s General Election or the buildup to the USA’s upcoming presidential race—narratives are shaped by content that influences public perception. Your brand’s story is no different. Whether it’s a clever social media post or a thought-provoking press release, managing your reputation starts with shaping the conversation around your offering.But remember, your business didn’t just fall from a coconut tree. Building a positive reputation requires strategy and consistency, but quick, creative responses can also do wonder.
Cracking the coconut: Kamala’s ‘brat summer’
In fact, let’s explore that example. America’s democratic presidential nominee Kamala Harris (or ‘Kamala HQ’ on Twitter/X) has ‘gone viral’ repeatedly since incumbent President Biden announced he won’t be standing for reelection.
As she squares off against Donald Trump, one of her oft-quoted speeches included the phrase “you think you just fell from a coconut tree?” which quickly became internet fodder for a variety of questionable memes. However, this generated widespread positive sentiment.
Kamala harnessed this sentiment directly when she responded to being branded ‘brat’ by British rising star Charlie XCX in a prime illustration of how brands can harness social commentary to increase not only their engagement- but their inclusivity and potential reach. The VP’s profile even embodied the unpalatable neon green colour of the ‘brat’ album, seizing the opportunity to associate her brand with Charlie’s. [NB: There is, crucially, a distinction between being a brat (i.e. a misbehaving child) and simply being ‘brat’ – which is now officially in the dictionary as meaning ‘someone who is unapologetically bold and confidently rebellious’.]
The key lesson here is that online sentiment is fluid. You must be ready to adapt quickly, continuously monitoring how your brand is being perceived and adjusting accordingly.
Building and maintaining trust
Trust is the cornerstone of any successful relationship, including those between a brand and its stakeholders. Effective PR strategies focus on building and maintaining trust through transparent communication, consistent messaging, and delivering on promises.
To help build trust, it helps to share positive stories, achievements, and updates about your brand. This not only keeps the audience informed but also helps in shaping a positive narrative. Regular press releases, media engagements, and social media updates are common tactics used.
Handling bad publicity
Bad publicity can arise unexpectedly and can have severe consequences if not managed properly. PR professionals are trained to handle such situations with tact and precision, making them a clear choice for handling crisis communications for your business. This includes responding to press inquiries, issuing public statements, and taking corrective measures to address the root cause of the issue.
One increasingly beneficial element of handling publicity is ensuring that staff members know how to respond when presented with media questions – which can be overwhelming and compound a problem if not addressed tactfully. And, of course, it’s important that any spokespeople are given media training to ensure they know exactly what to say and what not to say when put on the spot.
What are the key components of Online Reputation Management?
- Monitor your online mentions: Constantly keeping an eye on what is being said about your brand across various platforms, including social media, review sites, and forums, is essential. Of course, this is no small undertaking, and it is enough to turn off many small business owners, but help is readily available. Tools like Google Alerts, Social Mention, and specialised ORM software can help track mentions and sentiment.
- Respond to customer reviews: Customer reviews can significantly impact your reputation. Swiftly responding to both positive and negative reviews shows that you value customer feedback and are committed to improving their experience. A thoughtful response to a negative review can often turn a dissatisfied customer into a loyal one, so make sure to be constructive and transparent with your customers.
- Search Engine Optimization (SEO): Ensuring that positive and relevant content ranks higher in search engine results can help push down negative content. This involves optimising your website, creating high-quality content, and engaging in link-building activities.
- Social media management: Your social media presence is a reflection of your brand. Regularly posting engaging content, interacting with followers, and addressing any issues promptly can help maintain a positive image.
- Crisis management: In the event of a PR crisis, having a plan in place is crucial. This includes quickly addressing the issue, communicating transparently, and taking corrective actions to prevent future occurrences. Sometimes, good humour and levity can ease tension, but it takes tact to know when humour can be disrespectful so remorse and directness is the best route in many circumstances.
Managing reputations is no small feat and can often seem mind-boggling for business owners, especially with so many elements in play at once. There are only so many plates you can spin at once, which is why Carrington offers a service for every element of reputation management.
From building your profile to upskilling your staff with media training and ensuring you’re posting easy-to-digest, bite-sized social media updates to complement hard-hitting press releases, let us do our job so you can focus on doing yours – with the benefit of increased visibility for all the right reasons.
Get in touch today to optimise your online presence.
