My report on managing reputation in cyberspace for my class on public relations campaigns

1. Managing your
reputation in
cyberspace
By Nancy R. Cudis

2. Realities
 You cannot control what people are
saying about you or your business. But
you can influence.
 You have 100 percent control of the
online story you create.

3. Realities
 Negative reviews can be a nightmare if
they appear prominently in search
results. Fortunately, referrals from
happy clients are traditionally the best
source of new business — and online
forums are powerful word-of-mouth.

4. Scenarios
 Customer Jeff Jarvis of BuzzMachine
vs. Dell (2005)
 Musician Dave Caroll vs. United
Airlines (2009)
 Philippines officials Photoshop
themselves into typhoon cleanup photo
(2011)

6. How do you manage your
reputation when everybody
is a critic?

7. The Basics
 Do a vanity search of your business
name and see what comes up. And try
other related keywords.
 Study online platforms that will work
for the company. But make it quick.
 Know who the influencers are and
where they are. Make ambassadors
out of them for your brand.

8. The Basics
 Start
with a professional website.
 Own your name on the social media.
 Respond to comments.
Do not argue with the customer.
Direct misinformed to your content.
 Remain diverse and don’t get stale.
 Engage in online communities.
 Promote.

9. What if a crisis happens?
 Don't pretend a crisis isn't happening.
 Admit your mistake and speak directly to
your customers about how you will go back
and fix things.
 Develop and democratize communication
channels.
 Establish a crisis communication response
team.
 Have a plan.