The study of crisis management originated in the 1980’s following the increase of public relations coverage of industrial and environmental disasters. Since then, crisis management has evolved greatly with the contribution of social media, smartphones and news coverage.
Today, it takes less than one second for a crisis to grow across social media sites. Whether it is because of a news story about an organizational leader stepping down, or an offensive remark by a company representative on social media, a business reputation can be toppled in minutes. To minimize the damage, companies need to practice crisis reputation management.
Crisis Management for Business
Crisis reputation management refers to the process that businesses engage in during a reputation crisis, in order to minimize the long-term damage to the company’s reputation by managing and taking control of the conversation.
During a crisis, the first place that individuals go for information is online. Individuals do not operate on the same schedule as PR firms and they won’t wait for the next day’s newspaper or an official press release to learn more.
When companies do not practice reputation crisis management and are slow to respond to a crisis, other voices begin to shape the conversation.
Often these voices belong to individuals who want to damage the company’s brand further, so it is imperative that organizations take control of the conversation. Here are a fewonline reputation management techniques that can be used to take control of the conversation during a crisis.
Crisis Management for Individuals
Much like a PR crisis for corporate reputation, individuals and personal brands can also face the negative effects of a reputation crisis. Having a personal crisis management plan is just as important for your own individual reputation as it is for business.
How do you know if you’re having a reputation crisis? It usually begins with one instance that snowballs and overtakes your online search results and social media presence. An online crisis can involve much more than just a negative review.
Some examples include:
Negative News and/or Fake News
Unlike corporate reputation, our personal reputations are exactly that, personal. Therefore it becomes much more catastrophic when crisis strikes in connection to personal reputation and can affect individuals for years to come, even after the initial crisis situation has passed.
The key to avoiding a social media crisis is to be active on social media before you need crisis reputation management. A time of crisis is not the time for a company to develop a social media presence.
Many companies ignore the benefits of social media accounts, thinking that when a crisis occurs, accounts can be made then. This belief could not be farther from the truth, as businesses need time to build a social media presence by locating fans and engaging with them so that they become brand ambassadors.
Established accounts will also give individuals a place to turn during a crisis for more information. When there is no established account, others can create fake accounts that are used to increase the damage caused by this crisis.
Fight Viral with Viral
By using these social media accounts, businesses can issue an official apology or statement, and can even use crowdsourcing to begin the process of reputation repair. For example, after a video of Domino’s employees doing disgusting things to pizzas hit the internet, Dominos turned to its Facebook page to ask fans for help tracking down the makers of the video.
This action showed fans that Dominos was aware of the problem, and was working hard to address it. Fans came through and were able to identify the location where the video was shot.
Crisis Management Services
Hiring an online reputation managementcompany is a great way to address a crisis or protect the business from a future crisis. During a crisis, all eyes are on the organization and every wrong step will be magnified. This means that a time of crisis is the worst time to complete reputation management on your own.
Your business is better off hiring a company that has experience with crisis reputation management to minimize damage. Reputation911 uses its experience and expertise with crisis reputation management to hit the ground running, using tools like social media, press releases, and search engine optimized websites to re-shape the conversation about your business while burying negative stories and content online.
How Does Professional Reputation Crisis Management Work?
Our social media managers will distribute an official statement across social media channels and respond to wall comments or Tweets by individuals to alleviate concerns. Our engineering team not only works to neutralize threats, but also helps to rebuild your organization’s reputation so that revenues return to pre-crisis levels, and builds online resources that organizations can use in future crises.
The first course of action when facing any sort of online reputation crisis is to remove the negative content if possible. Removing the negative content directly from the source will immediately begin to aid the reputation crisis by eliminating the potential crisis causing material and slow any process of circulation on the web.
The quicker you remove the negative content the better, and working with a team of trained professionals like Reputation911 will ensure all material is removed from the source as quickly as possible, and avoiding the potential crises entirely.
Sometimes there’s no way to remove content like negative news, negative reviews or product recalls published on external platforms. In this case, remediation of the crisis is much better performed with suppression services.
Suppression of negative online search results is performed by utilizing online platforms to address the issue firsthand, and implement your own online sources to outweigh any negative content and “push down” and suppress the negative links away from your Google results. The idea is to create more insightful content that becomes much more powerful than any negative content.
What Makes Reputation911 Reputation Crisis Management Different?
Here at Reputation911 our trained professionals utilize resources to prevent, manage and repair any reputation crisis, whether business or personal. We work both internally and externally to manage your reputation, creating a custom plan to fully remediate a reputation crisis from the source and guarantee long term results that are built for success.
Our customer service ensures confidence to any potential customer during the stress of a reputation crisis. It pays to work with a team you can trust and get your questions answered in real time.
To take control of the conversation, re-build your reputation, and be better protected from future crises, reach out to us today for a free consultation by calling 1-866-MY-REP-911.